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Video: Jessica Alba Wants To Make Vegetables Happen
Brace yourselves: a huge marketing campaign is upon us, one that is trying to promote fruits and vegetables as something as sexy as how fast food or clothing brands are marketed in ads. And Jessica Alba is one of the folks behind the campaign trying hard to prove to you that fruits and veggies are super hip and cool.
The Partnership for a Healthier America, a group created in conjunction with First Lady Michelle Obama’s Let’s Move! initiative, is rebranding fruits and vegetables as "FNV" in case it was a mouthful before saying the words aloud, and because OMG do kids love acronyms. It's an interesting social experiment to see if they can get teens and moms to eat healthier by pushing aggressive, celebrity-laden ads.
The group released a teaser video today that warns in all caps, "PREPARE TO BE MARKETED TO." It features actors and professional athletes holding a variety of fruits and vegetables in different poses in a colorful and vibrant ad that made us feel like we were tripping out when we watched it. We see in the ad Alba, actress Kristen Bell, San Francisco 49ers quarterback Kaepernick, Carolina Panthers Quarterback Cam Newton, WWE Superstar John Cena and New York Giants Wide Receiver Victor Cruz. Even Pharrell's upbeat "Come Get It Bae" serves as the soundtrack to the teaser.
"Using our freshly-minted list of celebrity endorsers, we’ll look to roll out in-your-face marketing tactics that go toe-to-toe with other big iconic brands," Andrew Nathan, chief marketing officer for Victors & Spoils, the ad agency behind the campaign said in a press release. "The days of hum-drum health messages and finger-wagging PSAs are over."
The campaign is going to kickstart in the spring in Fresno, CA and Hampton Roads, VA, with plans to expand nationally after that, though it's not clear where yet, according to AP.