In the past, water filter brand Brita has targeted plastic bottles as public enemy No. 1, but now it has its sights on a new foe: soda.
A new spot created by DDB California uses towering piles of sugar cubes to show the impact of drinking one sugary soda a day (which would be pretty a moderate intake for some families). In the ad, we see a stack of cubes illustrating a single day of cola, followed by a skyscraper modeled from a year's sugar, ending on a cityscape built from the 221,314 sugar cubes a soda fan could consume "over an average adult lifetime."
It's a striking visual, one taken even further by the brand's #ChooseWater campaign in an exhibit this week at New York's Chelsea Market, where roughly 1 million sugar cubes (weighing 7,000 pounds) were shaped into an even larger skyline to reflect the amount consumed by a family of four over their lifetimes:
— Brita USA (@BritaUSA) October 21, 2014
The sculpture features 28 buildings, varying in height from 2 to 7 feet. That's one tall drink of terrifying.