This ‘Toxic Fat’ PSA Is Super Gross but Effective

Australian ad shows internal impact of obesity

If you thought some of New York City's anti-obesity ads were a little graphic, then you'll probably lose an hour of sleep after watching this Australian spot cautioning against the "toxic fat" that forms between organs. Also known by the equally delightful term "visceral fat," this is the stuff that forms in your gut and around your heart, greatly increasing your risk of type 2 diabetes and heart disease. The PSA, made as part of the Australian government's LiveLighter public education campaign, features some truly disgusting internal footage of organs but also does a good job highlighting that obesity isn't just about looks. That said, the repeated references to "toxic fat" also come off sounding like all that baseless New Age crap about flushing out toxins (what are toxins, anyway?), but maybe that's because dangerous fat chemicals are currently dissolving parts of my brain. Either way, this is way more impressive than anything Mayor Bloomberg's doing. David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.