Protein water: everything that’s wrong with us.
The commercial opens with this light, somewhat christmas-y music. A mound of brightly colored hard candies glisten in a store window while a worker pours another scoop on the pile. A woman stands in front of this display, eyes alight with anticipation. But don’t worry! the voice over assures us. She will not give in. She pulls a bottle of K20 protein water out of her bag. Crisis averted!
First let’s talk a little bit about the ad. The actress in the commercial is Marisa Ramirez. Here’s a picture:
You know, I don’t think anyone needs to avoid candy if they want some, but are we really supposed to think that one sip of whey water is what stands between this woman and total loss of control and eventual candy binge? If not for the bottle in her purse, would she break through the window and start inhaling candy, wrapper and all?
Or are we going with the assumption that a few pieces of candy are enough to turn this slim woman into a headless fatty?
And hard candy? This is the big bogeyman which will destroy your self control?
Let’s do a little number crunching, shall we. A bottle of K20 has 50 calories and 8g of sugar (and only 5g of protein!.) A single butterscotch has about 23 calories and 3g of sugar. And neither of them have any fat to speak of, so which nutritional bugaboo are we exploiting here? I mean, kellogg sells a ton of those obnoxious 100 calorie snack packs. Should you drink the whey water instead of eating those? Somehow I doubt it.
Really I just can’t get over the fact that we live in a society where protein water is a viable product because people are so afraid of actual food. Where ads featuring thin women who are afraid of hard candies actually make sense to a lot of people.