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Coke says: take 23 minutes to burn off a soda

Coca-Cola. the company who once wanted to teach the "world wide to sing" and who most recently was broiled in a controversial Super Bowl ad has a new ad running on YouTube. In the short video Coke takes on the epidemic of obesity by showing people how fun it can be to burn off the 140 calories in a typical can of soda.

In the ad a montage of contestants are awarded a can of coke only after they've paid for it by burning off calories by pedaling a bike. The contestants pedal, pedal, pedal until they reach the magical number of 140 calories then a can of coke pops out and there is a celebration of their success.

How long does it take to burn off 140 calories?

According to the short video it takes the average person, who weighs around 140 pounds, about 23 minutes on a bike to burn off the 140 calories. But there is also a disclaimer about how results will vary based on a person's weight and speed of the bike.

Judith Snyder, a Coca-Cola spokeswoman, stated on, the latest video is part of a series that show "moments of delight and surprise" with Coke. She said it's intended to address the theme of energy balance in a lighthearted way.

There are some criticisms of the ad from nutritional experts.

Coke's ad is clever on one level because it shows how many calories are in a can on soda and how much effort it takes to burn off those calories. Critics of the ad say the ad doesn't go far enough in addressing the long standing issue about the nutritional value of a can a soda and the results of consuming to many calories, which is weight gain.

At the end of the ad are these words "Movement is happiness," followed by these words "Where will happiness strike you next?"

Maybe with a can of coke as a reward for a good bike ride, but remember as the ad states for every can comes 23 minutes, at least, of hard riding to work off those calories.

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