To promote the many benefits of vegan eating, PETA has launched a series of hard-hitting ads urging men to go vegan to improve their cardiovascular health, in turn boosting blood flow to all the body’s organs.

The ads, created in collaboration with creative agency Samy Alliance, showcase “manly” pursuits, including a duel, a swordfight, and a karate battle, all with surprising twists that highlight how going vegan improves sexual stamina and can help men attain longer lasting, firmer erections.

The first ad features two rugged cowboys in a high noon gunfight. Suddenly, hands shoot from their pants’ zippers, guns cocked. The vegan proves too quick for his duelling partner and celebrates with a green smoothie.

The second ad stars two expert swordsmen fencing with swords which emerge from their crotches. After the vegan fighter bests his opponent, he celebrates with an apple, skewered on his steely sword.

The final ad in PETA’s series takes place in a dojo, where a skilled karateka makes sawdust of several wooden planks, using a fist that emerges from his crotch, before performing a perfect karate chop, also delivered from down under. He then celebrates with a nice firm carrot.

What Is Erectile Dysfunction?

The NHS defines erectile dysfunction (impotence) as the inability to get or sustain an erection sufficient for sexual intercourse. While hormonal imbalances, nerve dysfunction, and trauma to the pelvic organs or spine can cause erectile dysfunction, PETA’s ads focus on the most common cause of impotence: cardiovascular issues.

The cardiovascular system isn’t limited to the heart but includes all blood vessels. When the heart isn’t pumping as well as it should, or blood vessels narrow and harden due to high fat and cholesterol intake, penile performance can suffer.

Aside from being a concern in itself, medical professionals warn that impotence can also be an early sign of heart disease – so if you’re not “up” for romance, it might be worth tuning up your ticker.

Science Shows Vegans Enjoy Better Cardiac Health – And Erections

Research has long linked animal-free diets to improved vascular health. Heart UK notes that, compared with non-vegan diets, animal-free diets are linked to a 15-41% lower risk of cardiovascular disease, up to 32% lower risk of ischaemic heart disease, and reductions in cardiovascular risk factors, including obesity, high cholesterol, and type 2 diabetes.

The pressure that plants take off the heart has a huge knock-on effect on other organs, with one study published in January 2026 showing that an animal-free diet, along with other lifestyle changes, “significantly enhances vascular health and erectile function in men”, while another recent case study concluded that erectile dysfunction can be reversed with a whole foods plant-based diet.

In the Netflix documentary The Game Changers, which features male vegan athletes like MMA fighter James Wilks, F1 champion Lewis Hamilton, and strongman Patrik Baboumian, subjects were fed either a vegan or a meat-based meal before their erections were measured. The erections of those who ate the meat-free meal were up to 13.5% firmer and lasted almost five times longer.

Studies also show that vegan men have much higher total sperm counts, better sperm motility and healthier sperm than non-vegans.

Compassion Is Sexy

A survey of 237,000 users of dating website EliteSingles found that dating profiles containing the words “vegan,” “vegetarian,” or “veggie” were 74% more likely to get a message than the average profile.

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