Reading Time: 2 minutes The advert debuts in the UK today Credit: Edited by PBN.
Reading Time: 2 minutes

A vegan advert that went viral in Israel in debuting in the UK today.

The ad is an adapted version of the commercial created by Vegan Friendly – a non-profit organization that seeks to end animal suffering by promoting plant-based food.

Viral vegan advert

It shows a couple shopping in a supermarket who want to buy lamb meat. But, they forgo the fridge in favor of getting ‘extra fresh’ meat from the butcher’s counter.

After emphasizing how fresh they want the meat to be, the couple is handed a living lamb. Holding the baby animal, the woman is shocked, as the commercial ends with the message ‘make the connection’.

The ad went inn viral in Israel last year

Miami Burger’s Founder Tom Bursnall launched a crowdfunder to help pay for a slot on prime time TV.  Despite only raising £2,000 out of £50,000 target, Bursnall funded most of the campaign personally.

Now, the advert is set to air on several mainstream channels such as Sky News, Channel 4, Sky Atlantic, and Sky 1. 

‘A huge impact’

Bursnall told PBN: “After seeing the success of the Israeli Vegan Friendly advert I wanted to bring something like this to the UK for people to view it on prime time TV.

“Primetime advert slots are super expensive but can make a huge impact. For me, it will help evoke mass awareness. Awareness that animals are not products but innocent living beings with no voice and no way to defend themselves. I want to help to create the ‘trigger’ many people need to make the connection.”

“I want everyone who watches TV, Video on Demand, and YouTube to see this advert. The aim is to help awaken millions of people from the cognitive dissonance slumber we humans have regretfully found ourselves in.  

He added: “The hurdles we have had to jump through with the UK TV regulator on this advert alone tells me we have some major in-built cultural obstacles against promoting compassion towards animals.

“But I will stop at nothing to get these stirring videos in front of millions of people.”

‘Compassion for animals’

The original TV advert reached more than three million people, which is around 35 percent of the population of Isreal. 

Omri Paz is the Founder and CEO of Vegan Friendly. He told PBN: “After so many years seeing commercials of animal products, it is exciting to see for a change a vegan commercial that talks about compassion for animals on the most popular show in the country.”

Liam Gilliver

Liam is the Deputy Editor and Social Media Coordinator for Plant Based News. He has written for a number of top publications including Gay Times, Attitude Magazine, Oh Comely, and The Huffington Post - and is the author of 'We're Worried About Him'.