Review of the best videos by vegan companies in 2024’s last quarter
I can tell marketing budgets are exhausted by this time of year because you don’t see as many as we did in Q1 during the Super Bowl—unless you’re a British supermarket. Holy heck, do UK/European companies take their holiday ads seriously!
Besides the usual holiday ads you’ll see from retailers and tech & telecom companies, I’m seeing a lot more series at this time of year, which is smart because you can probably shoot a few videos using roughly the same resources as if you shot only one. Gotta be nimble with these ad budgets!
ICYMI:
The great thing about there being few vegan companies is less competition, and more opportunity to stand out. Here’s the list:
“Plant-based may cause” by Plant Based Foods Association
So while I’m not a huge fan of this campaign by Plant Based Foods Association did (it distributed a 10,000 word leaflet during NYC climate week in collaboration with a handful of vegan brands), I do like the video, and this probably goes down as the most epic collab of the year. We need to be doing more stuff like this.
“Spot The Difference” by Animal Justice Project
Typically nonprofits aside from PETA don’t even have budgets to do videos, but I really like this one by the Animal Justice Project. It’s simple, thought-provoking, educational, just like any good PSA.
“NotCow – Probar para creer (Try to believe)” by NotCo
NotCo‘s been going gangbusters this year with their videos, but I really like this one as it combines The X Files type mystery with the idea that plant-based meat alternatives can taste good.
“NotSquares, tu antojo perfecto. Cómo te explico que teni que probarlo. (NotSquares, your perfect craving. How do I explain to you that I had to try it?)” by NotCo
I have mixed feelings about this ad by NotCo because on the one hand I love that they’ve launched a new product and are getting it out there with video. What I don’t love is that the products are almost an exact copy of one of Canada’s beloved plant-based functional chocolate brands, Mid-Day Squares.
From the product itself to the packaging, the name (“Squares”), and even the ad concept (Co-Founder Lezlie Karls did this video with dripping chocolate), it reeks of lack of creativity. Do better, NotCo.
“NotCase Mac&Cheese” by NotCo
So this one from NotCo‘s a little more blah than their usually stuff, but they’ve been launching A LOT of new products lately, and it’s never a bad idea to explain and give a little behind the scenes peek at why one would even want to eat Kraft Heinz NotCo Plant Based Mac & Cheese.
“2024 Christmas ad” by PETA
I REALLY like this Christmas ad by PETA and think it’s miles ahead of last year’s. I’ve secretly wanted to play music in front of cows, but this shows how you can’t be friends with a cow and eat it—or contribute to its death.
“Meet OLI and POP, our two lovable yetis on a mission to make the holidays a little brighter!” by OLIPOP
You can’t go wrong with character creation and animation, especially during the holidays. I’m not sure if OLI and POP are sticking around, but it’s a solid effort from OLIPOP.
“Cataclaws Is Coming To Town 🐾” by The LEGO Group
There aren’t very many plastic companies I’ll promote, but LEGO has such a special place in the hearts of many who grew up with this toy brand. This steroid-induced ad’s big budget, fast-paced, and filled with collaboration brands, but you gotta do what you gotta do to sell those toys before the holidays, right?
“Love is Boring” by Boring Oat Milk
Boring Oat Milk‘s at it again with a series, this time of a “boring” older couple (this is Part 1). But it shows how boring can be good and loving, just like this product. The couple is SO cute.
“Merry THIS™mas from Mother Christmas” by THIS
I can already hear the right wingers complaining about the drag queen in this feel good Christmas video by THIS, but honestly, if you don’t have racially diverse, queer, or neurodiverse people in your family, you need to get out more.
“Pit Diaper, the First Mosh Pit Diaper from Liquid Death” by Depend
I never in a million years thought I’d be sharing a Depend underwear ad, but here we are. And I think it’s only because they had the magical touch of collaboration—a kiss of death, if you will—from Liquid Death. Water, underwear, and mosh pits. It’s gonna be hard to beat this collab in 2025, but if anyone can do it, it’s Liquid Death.
“Custard by Giggs | Yardmen” by Oatly
Oatly collaborated with British rapper Giggs on a limited edition dairy-free cake & custard kit, and I LOVE the series they’ve done to launch the campaign. This one’s my favourite in the series.
“Santa Taste Tests | Update Milk: Holiday Edition” by Oatly
With food & beverages, you can’t beat an ol’ fashioned taste test. In this video, Oatly polled 31 professional Santas and 30 of them preferred oat milk to cow’s milk and cookies.
My pick for the quarter: “Duel” by La Vie
There’s so much I love about this video by La Vie, which has been on my radar since it launched. Single location. Really simple concept that promotes veganism. The music. The pig (is it real? If it’s not, that’s damn good VFX.) The camera shots. The look on the pig’s face that says, “Are you kidding me? You gonna f*cking eat a piece of me?” The tagline, the product reveal, and the close. It’s a masterclass in videomaking.
Have I missed any vegan videos worth mentioning in Q4? HMU!
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