New York City's health department has shaken up a PR buzz by targeting citizens' gag reflex with a new public service spot targeting soft drinks and obesity.
The video, which is pushing 70K views on YouTube as of this writing and was aired on most local newscasts Dec. 14, depicts a young man attempting to drink a glass of oozing, orange-colored fat (it's actually an edible subtance made to look like lard) as it coagulates and drips down his face.
"Don't drink yourself fat" is part of the tagline for the campaign, which notes drinking a soda a day can add 10 pounds.
An anti-obesity push last year showed soda being turned to fat as it was poured into a tumbler. The latest video clearly takes that to the next level.
Portfolio sees the PSA as a particular salvo against the two top soda makers noting "New York City is taking aim at Coke and Pepsi in a truly disgusting way."
The American Beverage Association is not amused. The trade group for the $70-billion-plus U.S. soft drink industry seethed, "Our industry supports efforts to help people lead healthier lives, not sound bites or simplistic solutions."