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Meat Loaf goes vegan to promote Frankie & Benny's meat-free menu.

The ad begins with the rock 'n' roll star playing Seize the Night in a studio, before he is interrupted by his quirky new manager Hugo. 

In an attempt to jump on the Veganuary (vegan January) bandwagon, Hugo suggests that the musician change his name to Veg Loaf and partner Frankie & Benny's on a decidedly meta marketing campaign.

After a series of failed pitches, Meat Loaf storms out of the studio, arguing that he will never change his name. "I thought he’d do anything for veg," Hugo cries, prompting his assistant to reply: "But he won’t do that."

The work was directed by Chris Goulder through Lucky Productions.