Time to break the habit of childhood obesity
The Precinct Studios, Sydney has released ‘Break the Habit, a new web film that aims to draw attention to the epidemic of childhood obesity in Australia.
The spot directly targets parents who continue to feed their children junk food regardless of the damaging effects it is known to cause them. By comparing junk food to drug abuse, the commercial aims to make parents stop and think about their actions and remind them that junk food is a major contributor of childhood obesity, which is linked to a variety of chronic illnesses.
Says Henry Motteram, managing director of The Precinct Studios:”Parents need to be aware that if their children become obese, it ismore than likely because of them. For whatever reason, many parentsignore the early signs that surround the onset of obesity and fail intheir duty of care to address the problem. It is hoped that thiscommercial will highlight this and get people talking about the topic”.
‘Breakthe Habit’ launched via social networking sites in a successful bid tostart a discussion around not only childhood obesity but parentsresponsibility in the matter.
Producer – Henry Motteram
Director – Melvin J. Montalban
Editor – Melvin J. Montalban
D0P – Tania Lambert
Music Sound Production – Peter McCorquodale @ McCrocodile Audio
Colourist – Trish @ Hi-Def Video Services
Producer’s Assistant – Natasha Jackson
Gaffer – Matt Russell
Camera Assistant – Mark Collins
Production Assistant – Aragorn Fenton
Mother – Mikaela Martin
15 Comments
55 views so far. Wooo!
Seriously though, great cause, but the idea isn’t surprising and the production feels really….really…..really….forced.
I remember my parents feeding me burgers. Now I’m so large I can barely play with my pal, jazz hands.
My parents fed me junk and I’m totally skinny. Hooray for the heroin diet!
hmmmm gotta agree with the above comment. a bit forced dontcha think?????
Forced!? There’s nothing forced about it!
Great clip with a great hard-hitting message.
Naughty kids need to to be smacked
This is good advertising. All you morons who don’t see that should get out of the business, set up your own art studio and see how far you get with your next mortgage payment.
Excellent and courageous. Lovely direction and performances. Congrats!!!
Whoever thinks this is good advertising should get out of the business. It’s not what you eat, it’s how much you eat and the amount of exercise you do. This ad fails on so many levels it’s ridiculous. I’d be ashamed to have my name attached to this crap.
I am literally amazed that anyone was able to participate in the production of this PSA, much less the dozens that were probably involved in some way or another.
It’s arguably the most histrionic ad I’ve ever seen, even though not a word is spoken on-set.
How can these people seriously believe this stuff won’t make the public laugh out loud?
Well the video has spread viral and the comments make Australia look like a laughing stock. Well done!
I’ll be inviting the in-laws and some friends this weekend to a party. Wife wants to serve fruit and salad while I prepare the HEROIN.
I’m alternately laughing at the ad’s stupidity and deeply disturbed at the imagery.
Yes, because hamburgers are JUST LIKE HEROIN! what a ridiculous ad. I feel an overwhelming desire to go buy my son McDonald’s for dinner. By the way, he’s 18, slim and tall, and we’ve had fast food occasionally all through his life. This attempt to equate types of food with obesity is a failure. It’s not a hamburger that makes a child fat, it’s total food consumed, and not enough activity.
I think this is a great PSA, one of the best I’ve seen in a long time. I’ve posted it on my personal blog and on Facebook and it’s generated a lot of feedback, mostly negative. People seem turned off by the analogy of heroin to hamburgers, or feel the message is just too strong.
Personally, I think that’s the entire point. If a PSA doesn’t immediately grab your attention, and generate some emotional response, it cannot deliver its message. People might say, “I don’t like it,” but they will certainly remember this spot the next time they see an unhealthy-looking kid eat a burger.
Congratulations on a well-produced piece.
Joseph LaMountain
President, Sparklight Communications
Adjunct Faculty, Georgetown University
http://www.joeandmimi.com
Yes, folks, the reactions are negative:
http://evilcyber.com/2010/10/14/junk-food-is-like-heroin/