“Coca-Cola is taking on obesity,” read the AP coverage of the company’s new commercial this week, “with an online video showing how [much] fun it could be to burn off the 140 calories in a can of its soda.”
As The Atlantic reports,”The scene puts a covey of Californians around a comically oversized bicycle on Santa Monica beach. They stationery-cycle in montage for 20 to 30 smiling minutes each (depending on each person’s size and vigor), until they’ve burned the requisite number of calories to coax an aluminum can along a whimsical Rube-Goldberg-type trapeze. The can eventually reaches the big payoff, when a giant disembodied hand bestows to the pedaler Coca-Cola.
“Not everyone thought it looked fun. “They’re showing exactly why you wouldn’t want to drink a Coke,” brand consultant Laura Riessaid, presumably not while biking. “Twenty-three minutes on a bike is not fun for most people.” (23 minutes was the average time required for a 140-pound person—though as Adweek noted, the average 20-year-old man weighs 196 pounds, and the average woman of the same age weighs 166 pounds.)
“It’s also uncomfortably evocative of a lab experiment where hamsters run on a wheel until they are delivered a pellet of, say, opium. But others in the foodie world were less skeptical of the marketing move than they were enraged by it. I probably would have been too, if I were still capable of strong emotions. Continue reading “Coke vs obesity”