Lots of people around the world are making New Year’s resolutions at the beginning of each year. Yet, few people manage to stick to the plan, one of the reasons being that these are not specific enough. But what if you would give yourself challenges for a short period of time? Say, you want to go vegetarian or vegan? Why not start with a day a week? Just make sure you have the Darwin Challenge app so you can keep track of your positive impact on the environment.

Of course, with a little training, you could end up keeping this diet for a longer period, let’s say, for a month and, perhaps, you can even transform this into a way of living. And what better time to do this than in January, the month that is also known as Veganuary? This is an annual event that invites and empowers non-vegans to adopt a vegan diet throughout the first month of the year.

LikeMeat, a company for which it is not about creating a substitute for meat but rather making amazing food, launched a video through which it aims to draw attention to this movement. And to do this, the company asked German singer Till Lindemann (Rammstein) to help spread the message. His performance can be seen in a five-and-a-half-minute-long video, in which the artist calmly eats a vegan burger.

Created with the help of director and photographer Andreas Waldschütz, the commercial is inspired by a sequence of Jørgen Leth’s 66 Scenes from America art film, “Andy Warhol Eating a Hamburger,” in which the artist is spotted eating a classic burger. Certain aspects were kept in the LikeMeat video too: The two characters resemble each other in terms of look — short, blond hair, are both dressed in a suit, and wear a red tie — and there’s a long silence in both videos, each protagonist serving their burger quietly.

After another long and almost awkward pause, the two present themselves. The difference, however, stands in what they ate: Andy went for a regular burger while Till chose a plant-based one. Of course, the updated video doesn’t let Rammstein fans’ disappointed: On the music composed by Sky Van Hoff, who has previously worked with Emigrate and Rammstein, the singer looks like getting crazy and simply devouring the burger.

Going vegan is so metal!