A belly on the beach.
The premise of the campaign is that you don't have to make drastic changes in your lifestyle to take off that belly or those love handles. Rather, small changes can take the fat off, and -- literally in this campaign -- leave it on the floor somewhere.
In all three spots, unsuspecting people come across disembodied fat rolls -- squishy latex looking things -- and wonder where they came from. A man who finds an abandoned set of love handles, for example, tries to return them to the lost and found at the mall, where the man there explains that a lot of people lose their handles by taking the stairs instead of the escalator -- just one of a hundred "small steps" outlined on a new government website. In other spots, a couple finds a double chin in a supermarket aisle and some kids find a belly half-buried on the beach.