Ad Of The Week: Wagamama’s Vegamama

October 13, 2021

Wagamama has taken a humorous approach to highlighting its environmental credentials in their latest ad, which features a Godzilla-style monster rampaging through a city.

It turns out there’s a focus to Vegamama’s rage – she’s angry at how we’ve treated the planet and the spot sees her take aim at an offshore oil rig and skyscrapers. Only when she discovers that Wagamama has become the UK’s first high street restaurant to make 50% of its menu plant-based, does her ire cool.

Clearly inspired by Japanese movies in the kaiju genre, which most famously include the 1954 film Godzilla, the ad features retro crafting and nostalgic touches. The Vegamama monster suit was modelled in 3D and clay, before then being brought to life using foam, latex, and sophisticated animatronics, giving her the ability to move her face and eyes.

Created by Uncommon, The spot was directed by Vedran Rupic and the campaign will run on TV, cinema, online and social.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: editor@t3me.com.