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If Old McLightlife had a farm, all the pigs would be made of vegetables.
Lightlife, a ConAgra purveyor of meatless foods, launched this stop-motion animated online ad last week from Venables Bell & Partners imagining a fairy-tale plot of land where all the livestock have been replaced with versions of themselves constructed entirely out of edible flora. Set to a takeoff on "Old McDonald Had a Farm," the spot, directed by Kirk Kelley of Laika House, paints a picture of a place that, depending on the viewer's diet, will seem either like a form of heaven or of hell—an environmentally friendly, slaughterless paradise for vegetarians, or a torturous existential prison for meat lovers.