Bogusky takes a pop at Coke
Former Crispin Porter + Bogusky co-founder Alex Bogusky is behind an anti-soft drinks film for the Center for Science in the Public Interest which mocks Coca-Cola's famous polar bears
Coke has used animated polar bears for many years in its advertising. In the film, which features a track by Jason Mraz, The Real Bears make reference to some of the problems associated with excessive fizzy drink consumption, including tooth decay, the onset of diabetes and even erectile dysfunction.
The CSPI, a US advocacy group with a mission "to conduct innovative research and advocacy programs in health and nutrition, and to provide consumers with current, useful information about their health and well-being", has launched The Real Bears website to host the film. On it, the group lists various 'lies' supposedly told by the Big Soda industry. In a clear nod to Coke's 'Open Happiness' strapline, the site is titled The Unhappy Truth About Soda.
Since parting company with CP+B, Bogusky has undergone something of a Damascene conversion, becoming active in opposition to some of the brands he once so enthusiastically promoted. His book, the 9 Inch Diet examined the effects of portion control on obesity, while he has supported and reportedly donated money to a campaign in California to introduce a law on labelling foods that include GM ingredients. CP+B's clients included Burger King, Domino's and Coke Zero during his time there.
Bogusky told USA Today that "You know the American diet has gone the wrong way when it's considered normal to drink massive amounts of liquid candy. This is a cultural wake-up call." A Coca-Cola spokesperson responed thus: "This is irresponsible and the usual grandstanding from CSPI."
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
CR in Print
In our October print issue we have a major feature on the rise of Riso printing, celebrate the art of signwriting, examine the credentials of 'Goodvertising' and look back at the birth of D&AD. Rebecca Lynch reviews the Book of Books, a survey of 500 years of book design, Jeremy Leslie explains how the daily London 2012 magazine delivered all the news and stories of the Games and Michael Evamy explores website emblemetric.com, offering "data-driven insights into logo design". In addition to the issue this month, subscribers will receive a special 36-page supplement sponsored by Tag celebrating D&AD's 50th with details of all those honoured with Lifetime Achievement awards plus pieces on this year's Black Pencil and President's Award-winners Derek Birdsall and Dan Wieden. And subscribers also receive Monograph which this month features Rian Hughes' photographs of the unique lettering and illustration styles of British fairgrounds
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
Hurrah for common sense... at last.
Such a refreshing change from the standard moronic tosh.
Alex Bogusky without a doubt pulled a Don Draper. Read about it here: http://advertorious.com/2012/10/10/alex-bogusky-pulls-a-don-draper/
excellent because of form and content
What a brilliant consumer awareness video, I love it. Anything that pokes fun at the mega brands that are making the world fat and ill gets a thumbs up from me.
Coca Cola's response is just hilarious too!
Great piece of work, and it restores a touch of faith in an industry that's been part of the problem for a long time.
Alex is a creative stud!
The sad thing, unlike advertising, it's all true.
A well produced film, I hope some of the target market get to see this. Coke's response just reinforces the opinion that they don't care at all about social responsibility!
This should be shown in every country!
Nice one! not sure about the ending... pouring the sickly goop into the sea would probably ruin our environment too.
|Beautiful animation to promote The Grand National on C4 (9)|
|Albertus and The Prisoner (7)|
|Ads of the Week (2)|
|A new kind of play centre by Marvin Gaye Chetwynd (2)|
|Also Shot on iPhone 6 (4)|