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Change 4 Life ad supposedly links gaming to obesity, game publishers not amused

Posted Jan 19, 2009 at 4:35PM EST by Glenn M.

Listed in: News Tags: MCV, Space Invaders

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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 Â‘activeÂ’ than most Â– whether thatÂ’s exercising the brain with puzzles, rocking out with Rock Band or playing a few sets of tennis with Wii Sports, thereÂ’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.

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Yeah I was thinking the same thing. They showed a kid playing a video game because lots of kids play em. They can't show them driving a "comfy car", so what else is there? Show them watching TV? Reading a book? Staring at a wall? The video game part seems rather minor when you consider the commercial is just trying to promote everyone to go outside and exercise.

# meh — rollypoly 2009-01-19 22:05

life is dangerous... and too short to worry about being as fit as possible. life should be enjoyed, not worshiped.

yes cancer and diabetes can kill, but so can angry bison... and falling out of trees. fit kids die everyday...

as always the key is moderation, and i think that is really all they were trying to say.

# not obesity — kloplop321 2009-01-20 00:42

more like blood clots

# Um... — dd409 2009-01-20 02:06

"and too short to worry about being as fit as possible"

If you were fit, that life would be longer.

And I'm pretty sure, correct me if I'm wrong, that heart disease (caused by obesity) is one of the main causes of death. Trees and bison aren't.

# .... — Stinky_1 2009-01-20 03:25

I am getting fatter every day and find that things I used to enjoy doing I cant do anymore. I would blame it all on video games, but my wife says its because I am lazy. Which I also blame on video games.

I think anything trying to promote people to go outside rather than playing games is a good movement. Fat kids these days dont even realize they are fat because everyone else is too.

# yes it would — rollypoly 2009-01-20 03:38

however you'd waste the best years of your life trying to extend the years in which you are falling apart anyway... it never made sense to me.

the trees and bison were things shown in the vid that kids could be doing, but those pose a more immediate threat to the kids. young athletes die from heart problems as well.

there are no guarantees, that is why i say enjoy life.

# Fatty fatty fat fat — sosrandom 2009-01-20 07:34

Kids wouldn't get obese if there parents brought health food and encourage them to do healthy things, like football or something they enjoy.

Also there ignorance, a chubby ex-flatmate once said how come Im so skinny when I eat more than him, but I ate less often and didnt put a tables***** of salt into my food. I literally stopped buying salt because the rate he used his and ours.

# ... — TheLastGuitarHero 2009-01-20 08:43

Maybe you should make a claymation movie also. It's called self control dude, sheesh.

# mm — emcp 2009-01-20 09:37

they could show them stabbing someone half there age

im sure that gets rid of those evil carbs

lol

anyway way over reaction, if you sit and dont get exercise you do get fat, so it is correct

# .... — Stinky_1 2009-01-20 09:48

thanks for the tip.

I would make a claym,ation movie as well, but I am too lazy and my hands are stuck on the PSP. I have to type on qj with the stupid psp browser since my hands wont come off to use the pc.

I cant even hold a job down because of my psp. Sony has ruined my life!

# i agree — D4rklord 2009-01-20 10:32

I think this ad really isn't aimed toward gaming, but the amount of time we spend in front of a tv set instead of exercising or being active.

# lmao — Koru-Kun 2009-01-20 10:33

Video games lead to obesity?! I think you accidentally replaced "fast-food" places like McDonald's with the quote "video games".

# pishaw — corytheidiot 2009-01-20 18:04

I have been fat my whole life, before games. It is not just your everyday life, it is also in part your genetics. Look at families. If both parents are large the odds are the kids are too, there are exceptions (there always are). Plus having food that rocks the taste buds doesn't help, especially when there is plenty, XD. I will live a fat, and happy life.

BTW you don't here about fat people who die while working out, unlike when in shape people fall down dead while jogging.

# Gaming corporations are ridiculous, that's all. But what else is new? — FutileFun 2009-01-20 20:43

The ad isn't linking gaming to obesity - obviously. It's suggesting that you shouldn't spend all day on your butt watching tv or consuming time through other forms of lazy addictive entertainement, be it anything from video gaming to texting, anything that keeps you away from physical activity. It's not hinting that you should completely rule out all of these activities, simply do them in moderation and get some friggin' air once in a while.

Yes, even fitness games should be used in moderation. I'm pretty sure working out constantly from morning to dusk isn't exactly healthy. It's just something else for gaming corporations to ***** about.

Nothing to see here folks. Move along.

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Change 4 Life ad supposedly links gaming to obesity, game publishers not amused

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