Change4Life ad: video games are the problem and the solution

Followers of events in the video game world will no doubt remember the controversy a couple of months ago surrounding a Change4Life ad in which a boy was depicted holding a PlayStation controller above the warning: “Risk an early death, just do nothing.”

The video game industry called ‘foul!’ when the ad appeared, with respected blog MCV leading the charge against what it considered a prejudicial and damaging portrayal of video games. Sony even made noises about suing.

In the end, the sound and fury came to nothing. The ASA ruled that the ad was perfectly fair (as did we) and the matter seemed closed.

The first few seconds of the latest Change4Life ad, which you can check out here, might make you wince in anticipation of another industry uproar. Once again, child sloth and video games are portrayed as more or less the same thing.

However, despite being vindicated by the ASA, it seems the Change4Life campaign is keen to reconcile with the video games industry. After starting off with a fairly provocative image, it goes on to identify DDR style dance mat games as a good way of getting exercise.

Of course, just as the last Change4Life ad put video games in the frame, this latest one paints an extremely flattering - misleading, even - picture of them. Yes, you can get fit playing video games, but you won't.