Alex Bogusky is my hero.
You could say that Alex Bogusky has gone from subservient chickens to unhappy bears.
After a hiatus of a couple of years, he’s back doing what he did for most of his career: making ads. Only this time, the work has a real activist streak. His first target? The soft-drink industry.
And in what seems to be becoming Mr. Bogusky’s M.O., he’s turned against a company that once lined his pockets. For years, his former agency, CP&B, was employed by Coca-Cola (working on the Coke Zero brand).
In a similar fashion, Mr. Bogusky created advertising for Burger King and later launched a book called the “9 Inch Diet” and condemned fast-food companies.
His new video ad — which was first reported by USA Today — was created for the Center for Science in the Public Interest, an advocacy group based in Washington. It’s a nearly four-minute animated film set to an original track called “Sugar” by singer Jason Mraz.
Throughout, an adorable white polar bear family that resembles the bears associated with the Coca-Cola brand guzzle soda, resulting in ill effects. They grow overweight and their teeth bleed, and they patronize “Be Happy Please” machines — an apparent shot at Coke’s “Open Happiness” ad campaign and vending machines. At the end, the bears realize they are sad because of how the sugary drinks make them feel and dump the soda.