The Ad Council Fights Fat

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A belly on the beach.
When we heard that the U.S. Department of Health and Human Services and the Ad Council were hooking up to launch a PSA campaign to combat obesity, we didn't hold very high hopes that the creative would be any less boring than the announcement. Imagine our surprise when the three pro bono spots from McCann-Erickson/N.Y. and former director Frank Todaro turned out to be not only funny, but decidedly offbeat as well.

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.

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