A major advert starring vegan athletes and urging people to ditch dairy will screen across the States during the start of the Winter Olympics closing ceremony.
The commercial - part of the 'Switch4Good' campaign - will air regionally in New York, Los Angeles, Chicago, Washington D.C., San Francisco and Dallas.
It features five former Olympians talking about the benefits they derived from going vegan, and is directed by Louie Psihoyos, known for The Cove and upcoming documentary The Game Changers.
The advert is part of a campaign which aims to counter some of the claims made about milk by the dairy industry.
The athletes in the advert include Dotsie Bausch, a silver medal-winning cyclist who is leading the campaign.
It also stars sprinter Malachi Davis (2004 games), and former soccer player Kara Lang (2008 games).
Seba Johnson - the Olympics' first black female skier in 1988 - also stars, alongside Kendrick Farris, who is best known as the only U.S. male weightlifter to qualify for the Rio games - as well as being a three-time Olympian.
Speaking to industry magazine Adweek, Bausch said: "I switched to a whole foods, plant-based diet about two and a half years before the 2012 Olympic games.
"I stood on the podium at 39 years old, the oldest competitor ever in my specific discipline.
"My diet change was the key factor in me being able to recover quicker, decrease inflammation and have all the stamina and energy I needed to compete against competitors 20 years my junior."
She added that going vegan made her body 'like a machine'.
The commercial opens with Kendrick Farris, who says: "I did it, and I got stronger."
Sprinter Malachi Davis adds: "I did it to run faster - I did, I could breathe better."
The spot ends with the athletes saying they are 'proud to be dairy-free' - urging viewers to 'switch for good'.
You can watch the ad on YouTube here
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
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