James Cromwell to Star in Vegan Ad on Super Bowl Sunday

James Cromwell to Star in Vegan Ad on Super Bowl Sunday

American actor and activist James Cromwell has taken up a new acting part, though this one is a little different to his former roles.

Cromwell has previously appeared in Star Trek: First Contact (1996), Space Cowboys (2000), I, Robot (2004) and American Horror Story: Asylum (2012), for which he won a Primetime Emmy Award. His role in Babe (1995) saw him nominated for an Oscar.

Now, the 77-year-old vegan has used his theatrical prowess as a voice for the animals. A new commercial organised by PETA is due to air during the upcoming Super Bowl. The event has previously clocked more than 114 million people watching the game at once. The actor stars as a priest who’s “almost heard it all”- until a man comes to confess his ‘sins’.

“I’ve lied… to the world… I work in the meat industry,” the actor admits. “I’m the guy who came up with ‘free range’, but there is no range”.

“There’s just these big warehouses where they’re all crammed into”.

In the confession, the man admits he has “tricked millions of people” with phrases such as “all natural”, “sustainable” and “humanely killed”.

He attempts to justify the actions, by declaring: “those people all want to believe what I’m telling them because everyone wants to feel good about where their food comes from. But come on, you can’t get that many animals from farm to plate without doing some really shady stuff”.

The commercial is just one of the many outspoken stances Cromwell has taken for the vegan movement. He has previously led a protest against Sea World and won an award for his animal rights activism.