The best of non-profit advertising and marketing for social causes

Real soda sufferers changed the iconic Hilltop tune

Real soda sufferers changed the iconic Hilltop tune

Anger doesn’t result in convincing arguments very often but could result in creativity. That is what is happening here.

CSPI, the American Center for Science in the Public Interest, made the music video above based on the iconic Hilltop ad. The new video is made with real people suffering from diabetes, tooth decay, weight gain, and other diseases related to soda consumption. To tell there fellow citizens that sugary drinks are the single largest source of calories in their diet and that they are the mirror with the devastating effects.

CSPI executive director Michael F. Jacobson:

For the past 45 years, Coca-Cola and other makers of sugar drinks have used the most sophisticated and manipulative advertising techniques to convince children and adults alike that a disease-promoting drink will make them feel warm and fuzzy inside. It’s a multi-billion-dollar brainwashing campaign designed to distract us away from our diabetes with happy thoughts. We thought it was time to change the tune.

The film was produced by Scott McDonald and Gavin Anstey of the Lumenati agency, and was written by Mike Howard of Daughters & Howard. Alex Bogusky, formerly of Crispin Porter + Bogusky, provided overall creative direction. Bogusky also served as executive creative director for The Real Bears, CSPI’s 2012 short film that showed an animated family of polar bears suffering the consequences of soda-related disease. Coca-Cola called it “irresponsible and the usual grandstanding from CSPI,” while Mark Bittman of the New York Times called it “Depressing, touching, and effective.”

The controversial Real Bears commercial (Tom wrote about it here):

Credits Change the Song video:

Agency: Lumenati
Executive Creative Director: Alex Bogusky
Writer: Michael Howard
Executive Producer: Gavin Anstey
Creative Director: Scott McDonald
Director of Photography: Brad Conner
Director of Audio: Connor Birch
Lead Editor/Assistant DP: Frederick Remington
Producer: Andrew Aldrich
Assistant Audio: Jeff Cormack
Music and Sound: Play Plus Record

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