You can now watch Veganuary first-ever TV advert on Sky News.
The advert aims to encourage people to try a vegan diet for the whole month of January. The video was produced by Fabian Weigt, in collaboration with Kolle Rebbe agency.
Veganuary describes it as 'a bold and thought-provoking social experiment'.
During the video shooting, people were asked whether they prefer 'meat or veg' and they were thrown the food item they chose while the camera captures their reactions.
"The TV ad reveals people's unexpected gut reactions to their own food choices and urges them to 'Trust Your Instinct - Try Vegan This January'," said the organisation.
"In true Veganuary style, the ad is fun, light-hearted, and non-judgemental yet demonstrates in a very visceral way the internal conflict most people face over meat."
Toni Vernelli, Veganuary's Head of Communications explained:
"We asked people a simple question: meat or veg? When faced with the raw reality of their food choices, people recoiled in revulsion from the meat while others caught the veg with a beaming smile."
"This gut reaction reveals what most of us feel deep down - an emotional discomfort about eating meat."
"Veganuary is here to help people follow their instinct. We know most people want to spare animals from suffering, protect the planet and improve their health, but they need help and guidance to make different food choices. By trying vegan with us, they can align their actions with their beliefs."
From this week, the clip will be screened in several countries around the world, including Germany, the USA, Chile, and South Africa.