Change 4 Life ad supposedly links gaming to obesity, game publishers not amused
Despite having a comical and motivational theme to it, the TV spot for Change 4 Life was met with ire by the gaming industry for linking gaming with obesity, calling it “another example of naive stereotyping and scapegoating.” If you haven’t seen the ad, click for the full article and see for yourself.
Despite having a comical and motivational theme to it, the TV spot for Change 4 Life was met with ire by the gaming industry for linking gaming with obesity. if you haven’t seen it, watch it here first then tell us what you think.
An insider at a fitness games publisher told MCV:
Any initiative that encourages people to move towards a healthier lifestyle can only be a good thing. But this is just another example of naive stereotyping and scapegoating. Video games can be a part of an active and healthy lifestyle for everyone of all ages. Actually, because video games are playing such an important and fun role in peopleÂ’s lives, the very audience this advert is supposed to address and speak to might dismiss it purely because of the naivety and ignorance shown.
Publisher for Future’s games portfolio Richard Keith added:
You would have to pretty hard-headed not to support the aims of the Change 4 Life campaign. The juxtaposition of sedentary gaming against an active lifestyle is an obvious one.
However, it should be noted that when it comes to house-bound activities gaming is much more ‘active’ than most – whether that’s exercising the brain with puzzles, rocking out with Rock Band or playing a few sets of tennis with Wii Sports, there’s more to gaming than sitting playing Space Invaders.
Hmm. My two cents: I find absolutely nothing wrong with the ad. I think it’s a good one, in fact. I think these publishers are taking it out of context. If they’re making fitness games, then this doesn’t concern them. All that Change 4 Life is trying to say is that sitting in front of the TV all day isn’t healthy – which is true. This isn’t an attack on gaming, this is Change 4 Life reaching out to those who stay still in front of the tube all day.
Your thoughts?
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Via MCV
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