There are plenty of moral dilemmas working in—and writing about—marketing. At its core, it's about using creativity and communications to grow businesses. And, often, using creativity and communications to grow businesses selling products that some deem harmful. As this Ad Age story points out, Alex Bogusky used to work with Coca-Cola when he was part of Crispin, Porter + Bogusky, but after a bit of a break, he's now fighting the other, less well-resourced activist corner, delivering a bit of an uppercut to Coke and other producers of sugary drinks with a four-minute long animation about a family of unhealthy, fizzy-drink-loving polar bears who finally see the light.
Along with bleeding teeth, erectile dysfunction and amputation, the video also features an aptly-titled song 'Sugar' by Jason Mraz and points people towards this website, which aims to detail what it sees as lies told by those in the soda industry.
"It wasn't so bad when soft drinks were the occasional treat. But now sugary drinks are the number one source of calories in the American diet. With one third of America overweight and another third obese, it's a wonder anyone is still swallowing what the soda companies are selling. Big soda companies have billions of dollars to tell their story, but we have each other. Oh, and we have the truth. Help The Real Bears spread the truth about soda by sharing the film."