A Godzilla-like beast goes on a vegan rampage in ad for Wagamama

'Vegamama' spot promotes restaurant chain's 50% vegan menu

Published On
Oct 12, 2021

Editor's Pick

Pan-Asian restaurant chain Wagamama is making 50% of its menu vegan by the end of this year. To promote the move, it debuted a new U.K. ad starring an angry Godzilla-like vegan who wreaks eco-revenge on humans who have destroyed the planet.

The spot is the first film work for the brand from agency Uncommon, which earlier this year created an outdoor installation for Wagamama called "Kintsugi benches," based on the Japanese artform centered on mending broken pottery with gold. Keeping with the Japanese inspiration, its new "Vegamama" dinosaur is based on the "kaiju" film genre involving giant creatures of the Godzilla, Mothra and Rodan ilk.

The opening caption announces, "Our planet is burning," and we then see the giant creature breaking through tarmac and rising above the streets of a polluted city. "Vengeance is on the menu," the spot reads as the beast goes on to attack factories and tower blocks, even taking out an oil rig with a bionic arm. However, a man with a bowl of ramen outside a Wagamama branch tells him to stop because "eating more plants is one of the most powerful things we can do to help our planet." Vegamama shrugs and says "ok" before walking away, taking a bite out of a Wagamama billboard advertising the new menu. 

RiffRaff director Vedran Rupric directed the spot, influenced by mid twentieth-century cinematography. He crafted the creature to appear both scary and cute. Its suit was modeled in 3D and in clay and brought to life with foam, latex and animatronics. 

The spot is running on TV, online and social and will be supported by out-of-home later in the year. Wagamama is owned by The Restaurant Group and has 200 restaurants worldwide including six in the U.S. Ahead of next month's COP26 climate conference, the brand is also asking people to take a "plant pledge" to eat more plant-based foods. Those who sign on will receive a voucher for a vegan side dish. 


Oct 12, 2021
Client :
Agency :
Uncommon Creative Studio
Production Company :
Director :
Vedran Rupic
Executive Producer :
Tom Berendsen
Producer :
Christian Kuosmanen
Nico Poulsson
Post-Producer :
Henning Szpiro Eriksen
Colorist :
Julien Alary
Editor :
Elias Nilsson
Online Editor :
Stefan Ekman
VFX Lead :
Ulf Lunden
VFX Artist :
Magnus Jonsson
VFX Artist :
Emil Eriksson
VFX Artist :
Pär Olsson
VFX Artist :
Zafer Fanari
VFX Artist :
Håkan Ossiann
VFX Artist :
Anders Nyman
VFX Artist :
Viktor Johansson
VFX Artist :
Lars-Gunnar Thorell
VFX Coordinator :
Sofia Frennesson
Matte Painter :
Pär Olovsson
Music :
Gustav Jennefors
Sound Design :
Erik Olsson
Sound studio coordinator :
Felicia Bjurefors
1st AD :
Daniel Andersson
PM :
John Horn
1st AC :
Simon Mortensen
2nd AC :
Alexander Toma
Gaffer :
Luisa Fanciulliacci
Gaffer Assistant :
Per Anders Nilsson
Gaffer Assistant :
Pierre Wernäng
Key Grip :
Sebastian Saury
Olof Bäckström
Production Designer :
Christian Olander
Niklas Hermansson
Simon Krümmel
Pernilla Fisher
Oskar Wallroth
Kicki Öman
Fia Reisek
VFX Supervisor :
Ulf Lunden
Post Producer :
Henning Lind Eriksen
Pyro technician :
David Peter
Executive Producer :
Sasha Bevko
Producer :
Val Petyshkin
Production Manager :
Vova Altsybeev
Unit Manager :
Iegor Pogrebniak
Production Coordinator :
Andrew Birch
1st AD :
Masha Verboliuk
Production Designer :
Max Halushka
Stylist :
Dasha Filshina
Kate Maksimova
Casting On Set :
Evgeniy Krivosheev
Casting On Set :
Yulia Tolkacheva
Food Stylist :
Alexandra Gordeeva
1st AC :
Sergey Kolesnik
Script Super :
Gaffer :
Vova Akulov
Key Grip :
Artem Pilipchuk
Sound :
Sergey Verdes
Olga Markova
Playback :
Vitaliy Bear
Location Manager :
Vitaliy Batyshchev

Need a credit fix? Contact the Creativity Editors

Project Type