Viva Brother Frontman Sings The Praises Of A Vegetarian Diet In New PETA Ad

For Immediate Release:
7 October 2011

Mimi Bekhechi +44 (0) 207 357 9229, ext 238; [email protected]

London – With Viva Brother’s debut album, Famous First Words, on radios everywhere and their tour underway, singer Lee Newell is busier than ever. But that hasn’t stopped him from teaming up with PETA UK for a brand-new pro-vegetarian advert in which he proclaims, “All animals are equal, and they feel pain and fear just as we do. Going vegetarian is the best decision I’ve ever made”.

In an exclusive PETA interview, Newell explains the two main reasons he decided to go vegetarian. “The first thing that really made me go veggie was actually when I got my dog, Oscar”, says Newell, whose new single with Viva Brother, “Time Machine”, was released this week. “And I just thought to myself, there’s no need to eat animals when you can happily survive without it. You know, it hurts them. Why do it?”

And Newell’s other motivation was none other than fellow PETA supporter Morrissey. “I’m a huge Morrissey fan, and we were actually lucky enough to go on tour with him recently”, Newell explains. He adds, “If you’re looking for good footage to sort of really put you off eating meat and becoming veggie – [try] the footage that Morrissey plays before ‘Meat Is Murder’ in his live show”.

Viva Brother’s previous singles include “Darling Buds of May”, “New Year’s Day” and “Still Here”. Famous First Words is the band’s first studio album; its producer, Stephen Street, is known for his work with The Smiths.

Lee Newell joins a growing list of celebrities – including Joss Stone and Sir Paul McCartney – who have teamed up with PETA and its affiliates to promote a vegetarian lifestyle.