For decades, Coca-Cola and other big soda companies have spent billions of dollars trying to convince the world that soda equals happiness. Perhaps no other advertisement in history exemplifies that more than the iconic “Hilltop” ad, where singers on a hillside expressed their wish to “buy the world a Coke.”

You might have seen it reappear in the season finale of Mad Men on AMC recently.

But Coca-Cola, Pepsi, Mountain Dew, and other sugar drinks promote type 2 diabetes, tooth decay, obesity, and other health problems. Soda is not happiness; drinking too much soda equals sadness.

Our friends at @CSPI thought it would be interesting to see a fresh take on the Hilltop ad—where real people, suffering from real soda-related health problems—could tell their stories.

Featured in Ad Age


Poop Super

We all know that the number 2 can be a bummer. Or a bit…well, explosive. Fortunately, Skoop A-Game is a product by Boulder based Skoop that can relieve us of these not so pretty times. Lumenati enlisted our friend and fellow creative director Mike Howard to show us the many sides of number 2. Sit back and let loose while you watch this one.

Drunk Nutrition

Yes, you can drink yourself to healthy skin. But as you can see, you need to drink a lot. If you’re not a fan of hangovers, may we recommend Skoop B Lovely? We spent a day and night getting two young ladies completely plastered in the name of science! A big round of applause for our test subjects. They spent the next few days in bed.


Who says that protein supplements are just for the massive? Skoop believes in plant-based protein for all. So, Lumenati hit the streets to ask everyday people to give their best "muscleman" impressions. Enjoy the flex fest.

Mission Nutrition

Skoop’s mission nutrition program is truly one of a kind. For every serving of Skoop sold, the company will provide a serving of fresh vegetables to school salad bars across the country. Lumenati teamed up with Skoop to make this dream come true. Let’s take care of all these future creative geniuses and feed them healthy meals!

Unleash A Super You

Not feeling as super as you used to feel? Well, grab some Skoop. Designed to unleash your super, yet again.

Check out Skoop's website to learn more: www.healthyskoop.com, and make sure to Skoop!