Contrex, the French mineral water brand owned by Nestle, ran “Contrex Ma Contrexpérience”, a television commercial centred on an outdoor experience. Nine women and one man work on ten bicycles to power up a spectacular building-size striptease show.

At the crucial moment the crowd is congratulated: “Bravo! Vous avez dépensé 2000 calories” (You have burned up 2000 calories). The message is backed up on the Contrex Youtube channel and Facebook page: “Every year, magazines are announcing a new fat diet. And each time, the same conclusion: it does not work. To lose weight effectively and permanently, there is no miracle. You must adopt a balanced diet, drink water and exercise regularly”.

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