This commercial makes me so angry–it embodies pretty much everything that’s wrong with the state of fitness and nutrition in our country today. There are so many things wrong with commercial that it’s almost hard to find a place to start. So I’ll do my best to focus on the main reason why this seemingly innocuous Cheerios commercial makes my blood boil.
Looking past the fact that I no longer agree with the contention that the whole grains in Cheerios are part of a “heart healthy breakfast,” the majority of my ire today comes from the last line: “But you still have to go to the gym.”+
Now, as a certified personal trainer and an incurable gym rat, I’m happy that General Mills is suggesting that fitness is an important part of anyone’s “heart health” and “weight loss” regime; however there’s a more insidious message behind the commercial, and it contains that ugly, 7-letter “C-word.”
(If I never have to hear the word again, it will be too soon.)
The crux of this commercial’s message is: no matter how healthily you eat, if you don’t burn it off, you’ll get fat. (And Cheerios carries disordered food messages throughout much of its marketing strategy. Dr. Deah Schwartz, a Health At Every Size blogger, did a great post on the disordered implications of its “more whole grains, less you” message on Peanut Butter Cheerios boxes).
Here’s the thing: calories in vs. calories out does work. But only for so long.
It goes something like this: I start eating well and working out. I eliminate processed foods but don’t change my portion sizes. I buy a pair of running shoes and go for a 12+ minute mile jog 3-4 times a week. I lose weight. And then, all of a sudden, I plateau. So:
I lessen my portion sizes slightly and keep up with my running. I lose weight and then plateau. I get a personal trainer and lift weights several times a week in addition to the running. I lose weight and then plateau. I read some broscience forums and realize that I need to tighten up my diet. I eliminate fats (because fats make me fat amirite?*) and start working out 6 days a week. I lose weight and then plateau. Fine. Now my choices are to either make my portions even smaller or eat nothing but egg whites and tuna with steamed broccoli. I do both just in case. My metabolism slows. I become leptin resistant. I am hungry all of the time. I need to work out more. I go to the gym twice a day or do more than an hour of steady-state cardio every day, because who needs rest days?**
And in order to maintain, I have to continue manipulating my food or my workouts in an ever lessening/increasing ratio.
WHY. Why would anyone–anyone–do this to him or herself? What’s the point of spending your entire life worrying about how small, bland, and tasteless you can make your portions or how long, bland, and exhausting you can make your exercise? For some aesthetic goal? (Because it’s certainly not for health, despite what the fitspo images are assuring you. If you were healthy, you’d be able to go to a restaurant without freaking out when they cook your chicken breast in oil, or stay out late without worrying about whether or not you’ll be able to wake up in time to do an hour on the elliptical before work.)
Sorry to be absolutely blunt here, folks, but calories in/calories out is a really tragic*** way to live.
But what’s the alternative?
Well, let’s start at the beginning.
+And I can guarantee you’ve all seen this couple at the gym, too–you know, the woman sweating it out on the treadmill for an hour, lifting a light dumbbell awkwardly while reading a magazine, the man sitting on the pec-deck machine for an hour, doing endless sets of chest flyes with his neck jutting forward and taking 20 minute breaks between sets to chat with his friends…
***I was going to use a different word here, but I figure I’ve maxed out my curse word allotment for this post by using the “c” word again.