Remember the days when a reluctant child was literally forced to eat spinach or green beans for dinner?

The folks atParadigm/Lord + Lasker’s do. In fact, that bit of childhood trauma is the basis for theTampa, Fla., shop’s new television campaignfor Knology, a telecom service provider.

Broadcast ads in the $1 million “Freedom of choice” campaign, which broke last week, include two 30-second spots titled “Eat Your Food” and “Baby.”

The first ad shows a5-year-old refusing to eat his dinner. A voiceover chides, “Today at least you have a choice in a phone, cable TV and Internet service.”

Regressing further into infancy, the second spot features a newborn in a hospital nursery choosing his parents from two pairs of cooing contenders. The shot ends with a closeup of the losing couple.

“The spots showcase the fact that cable TV is one choice you get to make,” said Mike Matson, P/L+Lcopywriter.