You may have seen this or other similar posters up in the subway. It’s all part of the NYC Department of Health’s newest ad campaign. This time, the target is sugary soft drinks, including, well, any soft drink with sugar. The ad seems to be effective, and at the least, provocative, already drawing a response from the American Beverage Association. The New York Post features some clearly unbiased words from Kevin Keane, a senior VP at the ABA. Unfortunately, Keane sounds like a cross between a whiny two year old who’s been caught and a tobacco spin doctor: “"Why not educate them on all calories and how all calories affect one's weight, because they do?...Why aren't they going after cake? Why single out soft drinks?"

To me, this is a tough series of questions to answer. However, I hope the DOH ignores the cake-hating Keane’s words, which they probably will. The ads have absolutely no subtlety, which probably makes them more effective. There are three different posters, each featuring a bottle that looks eerily similar to a popular soft drink (ahem…Coke, Snapple, Gatorade) pouring into a glass. However, like some odd sculpture by Dali, the beverage turns into liquid fat (presumably human) before filling the glass.

Personally, I like the campaign. I am always in favor of the insertion of odd and grotesque public service art in my daily life. Will these ads be effective? Its obviously hard to say. At the least, it will draw attention to the issue. Will it prevent adults from drinking these? Well, it will probably only affect the adults who already shy away from these drinks. However, if the ads horrify parents, and make them think that each glass of Coke is like an injection of pure cholesterol, then perhaps they will have done their job.