Stephen Hawking and Forsman & Bodenfors Think Maybe You Should Get Off Your Lazy Ass

By Patrick Coffee 

Professor Stephen Hawking, who is generally regarded to be one of the earth’s smartest people and one of Family Guy’s most annoyingly unoriginal characters, has some thoughts on the biggest health problem facing the developed world: obesity through sedentary lifestyle choices.

In a campaign by the newly MDC-owned Forsman & Bodenfors, Hawking shares somber sentiments about the fact that “physical inactivity” has become the fourth leading cause of death in the world. The spot is called “Pep Talk,” get it?

Pretty basic, low-budget spot … but then it’s a PSA.

The work promotes GEN-PEP, a non-profit launched by The Swedish Crown Princess Couple to help “spread knowledge and get people involved in promoting the health of children and young people.”


Will it work? Michelle Obama’s “Let’s Move” project is more comprehensive, and assessments of its value break down along predictably partisan lines. But then we do live in a post-factual society…


Client: GEN-PEP
Agency: Forsman & Bodenfors
Art Director: Adam Ulvegarde
Copywriter: Joakim Labraaten
Designers: Martin Joelsson, Christopher Ek
Planner: Lars Friberg
Producer: Jens Odelbring, producer
Digital Strategist: Peter Gaudiano

Production: Anonymous Content
Director: Joachim Back
DP: Pawel Edelman
Executive Producer: Eric Stern
Producer: Tim Kerrison

Editorial: Russell Icke, editor.

Music: Peter Raeburn, composer.

Post-production: Gangsters.

Media Partner: AOL/Be On