TORONTO - Indie rocker Joel Gibb of the Hidden Cameras says he's not a fan of Canada's "club" scene - but he's not talking about music.

Gibb is putting his face on a new ad campaign that denounces the annual East Coast seal hunt.

PETA, or People for the Ethical Treatment of Animals, says they want to reach out to younger people by featuring Gibb in an ad campaign launched today.

Gibb performed his song "Animals Belong Alone" in front of the Ontario legislature - which he rewrote for the occasion.

He says he's never been "out" as an animal rights activist, but the seal hunt made him want to speak out.

This year's quota for the number of seals that may be killed in the East Coast hunt is 338,200.

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