Put DOWN the Cheetos

Tuesday, March 13th, 2012

The SWAT team would like to talk to you about your waistline.

(Thanks to Mark Noble for the link.)

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35 Responses to “Put DOWN the Cheetos”

  1. #1 |  Nipplemancer | 

    holy shit.

  2. #2 |  Pam | 

    something is so wrong here

  3. #3 |  Pam | 

    wellll, we’ve come a long way from click-it or ticket.

  4. #4 |  Jack Dempsey | 

    That TV station didn’t think through this idea very well.

  5. #5 |  PoliticalHack | 

    Oh, WTF?!?

  6. #6 |  matth | 

    I’m speechless.

  7. #7 |  C. S. P. Schofield | 

    I wish that I didn’t think this was a fairly accurate take on the thinking of the typical Health Buttinski.

  8. #8 |  Mykeru | 

    Is the University of North Carolina-Charlotte SWAT team on board with this?

  9. #9 |  Nancy Lebovitz | 

    Commit to Be Fit is an actual program– can anyone verify that the video clip is part of it?

  10. #10 |  MH | 

    This offends me as a libertarian, but it’s hard for me to even conceive of the intended audience here. Is there a demographic out there that likes the idea of SWAT raids on fat people? Or maybe it appeals to people’s admiration for the SWAT team, suggesting that if you get fit, you too could break into someone’s house.

  11. #11 |  C. S. P. Schofield | 


    There are an awful lot of “Public Service Announcements” that (at least from my POV) don’t make any sense or any obvious audience. I think a lot of it is the “Other People’s Money” effect. Also, as I understand it, the various channels, stations, and networks have some kind of minimum number of “Public Service” spots they are required to air, so there is probably an incentive to come up with “filler” spots when not enough non-profits have come forward.

    My favourite, to date, for absolute idiocy (though the audience was clear enough). was a radio spot that listed ‘symptoms’ that your teen child was experimenting with drugs; mood swings, grinding teeth, new friends, and so forth. My instant thought was “Are you twits even aware that you just described adolescence?”

  12. #12 |  Nancy Lebovitz | 

    I think the idea it that some people will want to use some modest degree of threat to get themselves to work on losing weight– and that there really are people who want this.

  13. #13 |  croaker | 

    And police wonder why there are otherwise law-abiding citizens who are indiferrent, if not outright celebretory, when an officer is killed.

  14. #14 |  Chris | 

    I don’t see anything even vaguely suggesting use of SWAT teams to impose diets. The idea appears to be that SWAT teams need to be very fit in order to, as illustrated, run up to the third floor while laden down with black body armor and automatic weapons. So, nothing to worry about here.

  15. #15 |  Bill | 

    I think Chris is right; however, it does show a real cluelessness as to the impression it might make as more and more people are growing uncomfortable with the militarization of policing.

  16. #16 |  Radley Balko | 

    I don’t see anything even vaguely suggesting use of SWAT teams to impose diets

    Well, no. That was a joke.

    The idea appears to be that SWAT teams need to be very fit in order to, as illustrated, run up to the third floor while laden down with black body armor and automatic weapons.

    I guess. It’s a stretch at best. There are plenty of out-of-shape SWAT officer. Also, where in the video are they running up to a third floor?

    So, nothing to worry about here.

    Depends on your perspective, I guess. It’s more about the normalization of these tactics. I could probably make a list of several hundred better ways to illustrate the benefits of staying in shape than showing a SWAT raid.

  17. #17 |  derfel cadarn | 

    Why fat useless doughnut eaters can’t smash in your door and shoot you.your family and pets? If you believe this is harmless you are mistaken. This is supposed to be communication there is a message here. Tell me when you listen to these bozos entering the home do they not sound foolish. This bullshit is right out of cartoons.

  18. #18 |  Mykeru | 


    “This offends me as a libertarian, but it’s hard for me to even conceive of the intended audience here. ”

    There is no audience. Like lots of advertising it’s more of a reflection on who is doing the advertising. Like car ads promoting the hard, hyper-competent world of business it’s an exercise in the marketing firm knowing how the client thinks, not how the person this sort of thing is supposedly aimed at thinks.

    Remember that with these campaigns they have to go through the middle-man of advertising men selling a product. Not to you, but to the person paying them.

    Also, it’s a derivative of the “Click it or ticket” and DUI campaigns. Never is there an appeal to community or personal good, except for the most immediate punitive consequences. That was sold to cops because cops don’t see their job as protecting and serving, but define success in numbers of tickets and citations given. You may not be able to relate to it, but the people this was sold to did.

  19. #19 |  FTP | 

    What I see as most disturbing here is the fact that this sheriff’s department chose to use footage of deputies serving search warrants as a way to represent itself. They could have shown deputies helping a lost child or assisting someone after a car wreck (they do that sort of thing too, right?). That they show heavy-handed drug raids in an ad ostensibly intended to reach out to the public in a positve way suggests not only that this is the part of their job that they are most proud of, but that they also think showing such footage is the best way to appeal to the public.

  20. #20 |  MH | 

    “Well, no. That was a joke.”

    I smell reductio creep. Check back in 10 years.

  21. #21 |  PersonFromPorlock | 

    Hmm… if civilians went in for that sort of fitness training, the SPLC would call ’em ‘militias’….

  22. #22 |  Chris | 

    @Radley: Sure, I agree the ad is disturbing—“nothing to worry about here” was intended as sarcasm.

  23. #23 |  el coronado | 

    Wow. And the friendly smiling SA honcho is even wearing a brown shirt. Now all’s they need is a catchy tune…

  24. #24 |  no spam | 

    #23: They have a catchy tune. It’s the OSU football team’s fight song.

    I so need to get the fuck out of this state.

  25. #25 |  c andrew | 

    el coronado wrote:

    Now all’s they need is a catchy tune…

    erm, Deutchland, Deutchland, uber alles???

    Translated to immigrationally correct English, of course!

  26. #26 |  c andrew | 

    Or maybe the Horst Wessel Song?

  27. #27 |  Greg C | 

    Ah, I recognize these people from my local news. The same ones who do “news” pieces alleging that if taxes aren’t doubled, the police will not be able to help you when you are burglarized. They interview victims and then say stuff like ” See, Andrea, the police couldn’t help this man and if voters don’t support higher taxes the police won’t be able to help our viewers when they all get robbed and raped the day after the elections.”

  28. #28 |  el coronado | 

    Have read about the Horst Wessel song all my life, but never quite got round to looking at the lyrics tell today. A quick jaunt over to Wikiland shows us…..We Have a Winner! in our ‘Healthy SWAT Nazis Song’ contest!!

    Just the 2nd verse is all ya need, really. Besides, it’s not like we could ask cops to memorize all 5 verses.

    Clear the street for the Brown Battalions,
    Clear the streets for the Stormtrooper!
    Millions are inspired when they see the swastika,
    The day of Freedom and of Bread dawns!

    I’m sorry, I can’t go on….It’s…just… I get so EMOTIONAL!

  29. #29 |  JSL | 

    Actually, it is motivating. We’ll need to get in better shape as its likely we’ll all be running from thugs like this rather soon.

  30. #30 |  Ted S. | 

    Just get the folks who make Belvita:


  31. #31 |  Pam | 

    Ted S. – lol

  32. #32 |  Pam | 

    truth in advertising

  33. #33 |  RobSmalls | 

    @Pam #3 – “Go for a jog, or we’ll shoot your dog!”

  34. #34 |  Russ 2000 | 

    It’s more about the normalization of these tactics.

    My thought as well. Call me a curmudgeon if you get off on it, but I get very pissed when I see “wacky” commercials with the TSA in them; it’s a useless organization that should be dismantled, using it for entertainment purposes only legitimizes it further.

  35. #35 |  markm | 

    There’s also a point here about police “identifying” themselves in raids. It took most of the 10 second clip for me to figure out what the stormtroopers were chanting – and I was wide awake and already knew they were the sheriff’s department with (supposedly) a warrant.