Active Life Movement: Superhero

Keep obesity away from your child.

Advertising Agency: Latinworks, Austin, USA
Chief Creative Officer: Sergio Alcocer
Creative Directors: Diego Castillo
Art Director: Daslav Maslov
Copywriters: Diego Castillo
Illustrator / Photographer: Ricardo Salamanca
Account Executive: Lonnie Limon
Production Manager: Steve Grill
Published: January 2009

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18 comments

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;)

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olddddd... "kill the fucking personajes!"

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This is great LOL!

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it sucks

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It's very good, guys, congratulations. Great execution.

Aldo.

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This is SO shit I don't have the words. FAIL.

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Let's see;
- blatant stereotyping
- promotion of bigotry and hate
- and whitening

Wow, what a way to completely miss the ball.
Consider this slide show of Olympic athletes, http://www.nytimes.com/slideshow/2008/07/30/magazine/803BODIES_index.html, and think about actually promoting an 'active life' rather than stereotyping body types.

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This is excellent! The fat sensitivity crowd will be upset, but perhaps that would get them to work off a few calories.

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bravo...nice. Hits the donut in the circle.

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Ugh! When are people going to wake up and understand weight diversity? Activity is good for everyone. Good nutrition is good for everyone. Focus on those things and forget about where your weight (or your child's) falls. I'm concerned that all this emphasis on weight and the "obesity epidemic" is creating a generation of people with eating disorders.

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I just love it when ad agencies use fear and prejudice to get their point across. The graphics could be better as well.

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This is just excellent campaign to warn parents and children as well to obesity crisis in North America (not only U.S.). I especially like the idea around fat Barbie that never goes out of bed; what a contrast to skinny one adored and much criticized as well. What is important that the kids see difference in lifestyle that obesity may bring. I love it.

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Regarding "weight diversity," we should not accept obesity as the new societal norm when it is really a symbol of our culture of excess. Excessive portions, excessive convenience, and excessively processed foods. Yes, the focus should be on health and activity rather than being pencil-thin, but to deny the problem is dangerous and a major disservice to America's youth. Just as we're waking up and realizing the perils of our reliance on easy credit, and changing our financial habits toward the use of "real" money, we need to wake up and realize that we need to shift from consuming oversized, overprocessed meals to real, nutrient-rich foods.

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See!!! Mr. Incredible. Oh no one second....

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