Peta rolls out ‘sexy’ new ad to celebrate National Vegetarian Week

People for the Ethical Treatment of Animals (Peta) has released a new advert starring former wag Elen Rivas to coincide with National Vegetarian Week (19 to 25 May).

Launched today, the "Spanish Melons: One Reason to Go Vegetarian" ad shows Spanish-born Rivas lounging on a fruit and veg stand covered by a vine of grapes and two melons.

The ad was shot by celebrity photographer Pal Hansen and highlights the reasons to switch to meat-free meals stating: "Vegetarians are, on average, slimmer than meat-eaters and have lower rates of heart disease and cancer".

Rivas is part of a growing list of celebrities – including Pamela Anderson, Alicia Silverstone, Casey Affleck, Paul McCartney, Joaquin Phoenix, John Bishop and Emily Deschanel – who have teamed up with Peta and its affiliates to promote healthy and humane meat-free meals.

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