Big River Takes Fairy-Tale Approach to Childhood Obesity

Concepted by Richmond, Va., advertising agency Big River and produced by Ringside Creative, this lovely spot for an undisclosed client (purportedly a "large wellness company") tells a cautionary childhood tale about how our personal choices can help us avoid the twin specters of obesity and diabetes. Unlike the recent anti-obesity campaign from Georgia, this spot stays far away from fat-shaming and even the words "obesity" and "fat." In fact, the culprit here is pretty obvious—it's us advertisers who are causing the obesity crisis.