The singer has shed her clothes in the promo. She is seen hugging a teddy bear with the tagline 'Bear Hugs, Not Bear Caps'. “Too many people at the Ministry of Defence are dragging their heels on this issue, and I feel like more needs to be done to stop the murder. It's time for the Ministry of Defence to finally make the switch and go fur-free, and I hope that the ad I have created with PETA helps raise awareness and puts a stop to this unnecessary killing," Contact Music quoted the singer as saying.
Hollywood celebrities like Pamela Anderson, Morrissey, Sadie Frost and Sir Roger Moore had earlier condemned the use of bear fur on the hats of the Queen's guards.