If you’re planning to adopt a vegan diet, now is a good time to start. Why, might you wonder? Well, like many people around the world, you probably have a New Year’s resolutions list, which perhaps includes a “change in diet” goal. Plus, January is also known as Veganuary — an annual event through which people are challenged to try a vegan diet and stick to it throughout the first month of the year. So, there you go, two reasons that might convince you to give a shot to a plant-based meal.
If that’s still not enough for you, here, have a Till Lindemann / Karl Lagerfeld (or Lagermann, Lindefeld as pointed out by some social media users) extravaganza: For the second year in a row, the lead vocalist of Rammstein teams up with food company LikeMeat for the #Veganuary journey, encouraging people to cut their meat consumption and eat plant-based food as an alternative. In 2021, the musician was spotted calmly consuming a LikeMeat burger — a rather quiet performance but with a rock-style surprise at the end.
Speaking about style, for this year’s spot, the frontman of the German band wants to show all consumers that going vegan (at least for the first month of the year) is the new black. Dressed following the iconic style of the famous fashion designer, the singer makes LikeMeat’s plant-based burger a must-have item.
The video is, in a way, similar to the previous one: For the most part of the film, we see Till eating a meatless burger. Both films begin with the protagonist adjusting his look. Then, we see the singer sitting at a table, enjoying his lunch, carefully cleaning the table once he is done. But while the action of the 2021 video goes smooth (with some intense music beats disturbing the silence just before the video ends), the one in the current spot features more than one character.
The three-minute-long art movie showcases the musician indulging in his burger from the backstage of a fashion presentation. Models parade on the catwalk and when the show is over, the hero goes on the stage, and the public bursts into applause. So, what does plant-based food have to do with the glamorous world of fashion? Well, by the time the video ends, we learn that a plant-based burger isn’t something fashionable but rather something that has to do with style.
According to LikeMeat, Veganuary has attracted more than 1.5 million people since it started in January 2014. Around 50,000 people signed up for the campaign in Germany in 2021. Will the figures look different this year? We don’t know but meanwhile, why don’t you have a look at Till Lindeman’s cool performance?
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