Impossible Foods' meat-free musical

Plant-based meat substitute brand Impossible Foods has launched its major summer marketing effort with this musical campaign, created by Super Serious and directed by Jake Scott through RSA Films. 

The spot, titled Making Meat History takes us on a comedic journey uncovering the meat-eating habits of humans through the ages, when the spot’s narrator introduces meat from a new animal called “the plant.” 

With extravagant period costumes and plenty of humorous moments, the campaign aims to familiarise consumers with the concept of plant-based meat and its benefits in a lighthearted, entertaining and memorable way.