Is That Right? Evian Water "Supports Your Body's Youth"
I love Evian water's new on-line ad:
Love it? Yes. Understand it? Not quite.
Evian reportedly chose to feature skating, break-dancing babies for its new Live Young campaign to represent purity, health and youth, attributes long used to promote the brand. The ad follows (by 11 years) another Evian ad featuring babies; that time they were swimming.
Like the earlier one, the new video starts with the invitation "Let's observe the effects of Evian on the body." Then the babies bust a few moves before this appears on the screen: "Naturally pure and mineral-balanced water supports your body's youth."
I know our bodies need plenty of water (though not necessarily the 8 daily glasses that are commonly recommended; while that guideline may suit many people, the amount each person needs is governed by such factors as age, activity level and how much water we get from the food we eat.) to flush toxins from our organs, regulate our temperature and deliver nutrients to our cells, among other functions.
But I don't understand how water "supports your body's youth." It sounds as though the copy writer wanted to claim that drinking water forestalls aging but knew he couldn't get away with it. (In any case, it seems to me those babies' bodies are actually acting OLDER than they really are. But since none of the babies is shown drinking water, I guess we can't attribute that to Evian.) Or does the tag-line mean that water helps keep your body looking and acting young?
In any case, numerous sources have pointed out that bottled water is no better for you than tap water. And Congress is currently contemplating measures that would make bottled-water companies divulge more information about the purity and processing of their products, just as providers of municipal tap water are required to do.
The Environmental Working Group, a nonprofit watchdog organization that keeps an eye on such matters as potentially dangerous additives to cosmetics, just released a report that grades bottled waters on the amount of information about their sources and treatments that's made available to the public. Evian earns a C for not revealing enough about its purification methods or reporting on water quality and treatments.
I don't know that that interferes with Evian's capacity to support my body's youth. But for now, at least, I'm going to stick with my kitchen faucet as a water source. It's cheaper and kinder to the environment -- and just as likely as Evian to be a fountain of youth.
Of course, there are times when a bottle of water comes in handy, so I won't swear off Evian and the like altogether. How about you? Do you find you're more inclined to drink plenty of water when you buy it in bottles? Or do you do fine with H2O from the tap?
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