In an about-face from years past, the Calgary Herald is running a full-page ad questioning the entertainment value of the Stampede.

The Vancouver Humane Society purchased the ad for $15,000.

The full-page ad targets calf roping with a banner asking "that's entertainment?"

It's a watered-down version of the group's ad from last year that called cowboys "bullies".

The ad does not mention the Stampede directly because not everyone goes to the Stampede for the rodeo.

The ad directs readers to the Vancouver Humane Society's website which calls the stampede a cruel spectacle of animal abuse.