Well he’s back in the ad business, sort of, and has just made this film for the Center for Science in the Public Interest (CSPI) kicking the soft drinks industry in the insurgents for its role in creating fat Americans. And to think Alex used to work on Coke Zero (note the expanding polar bears).
Actually it’s quite compelling, the ‘Sugar’ tune by Lucas Zanotto stays in your head however hard you try, much like the sugar pumped into American bloodstreams by the likes of Coke and Pepsi presumably.
The soft drinks giants are rubbishing the CSPI’s findings but they seem to be on the back foot. So, at this stage, Alex is ahead on points.