“Break the Habit” is a new web film, released by The Precinct Studios, Sydney, aiming to draw attention to the childhood obesity in Australia. Its controversy has recently been commented on numerous blogs and websites all around the world. The video tries to warn parents about the damage of a junk-food diet to their children’s health. By comparing junk food to drug abuse, this video aims to make parents stop and think about their actions and remind them that junk food is linked to a variety of chronic illnesses.
This film was made especially for the internet and shows a mother preparing to inject heroin into the arm of her five year old son. At the final moment, the drug turns into a juicy hamburger.
Intentionally controversial, the video is part of the initiative against childhood obesity run by the Australian agency Precinct Studios. According to the agency’s director, Henry Motteram, “Parents need to be aware that if their children become obese, it is more than likely because of them. For whatever reason, many parents ignore the early signs that surround the onset of obesity and fail in their duty of care to address the problem. It is hoped that this commercial will highlight this and get people talking about the topic.”
Released: September, 2010
Advertising Agency: The Precinct Studios, Australia
Producer: Henry Motteram
Director, Editor & Sound Designer: Melvin J. Montalban
Cinematographer: Tania Lambert
Audio Colourist: Trish from Hi-Def Video Services
Sound Mixer: Peter McCorquodale from McCrocodile
Producer’s Assistant: Natasha Jackson Gaffer, Matt Russell
Production Assistants: Aragorn Fenton Mother, Mikaela Martin
Camera Assistant: Mark Collins