Your brand looks fat? Try the Atkins López Martí Diet.

Description: A self-deprecating, self-promotional and probably self-sabotaging infomercial by Atkins López Martí. Another masterful publicity stunt attacking those Madison Avenue dinosaurs. Post-ironic, oh-so-subversive, borderline moronic, self-indulgent & other hyphenated adjectives. The paradox of Madison Avenue agencies is that they rarely use for their own self promotion the very methods they try to ram down their clients' throats. At Atkins López Martí we put our money where our mouth is. If Madison Avenue agencies are so good at creating brands, why can't they create brands for themselves? Can Madison Avenue agencies fly solo and create brands on their own without a client approving their work and footing the bill? Is it lack of courage, lack of funding or simply lack of confidence in the snake oil they sell? The maverick agencies that have tried it can be counted with the fingers of one hand. When the culture that surrounds us and the industry that pays our mortgages suffers so many changes in such a short time, everything must be questioned. All sacred cows are fair game. All dogmas must be disputed. If possible, pushing the limits of good taste with a generous dose of facile humor. This little infomercial is meant to spoof Madison Avenue, the FDA, the health, beauty, personal care & fitness industries, mobile gadgetry, rock n roll bands that sell their tunes as soundtracks of TV spots, sports gear manufacturers & marketers, the fashion industry, metrosexuality, doctors that spend years in med school to end up doing liposuctions, breast & butt augmentations, and an array of time-honored advertising traditions, dogmas and neuroses. While resorting to those very same advertising traditions, dogmas and neuroses to shamelessly promote ourselves. What we are also trying to satirize here is the post modern idea that the meaningful things in life can be bought and effortlessly consumed & ingested in some way or another. Through a pill, a smoothie or a self help audiobook that can be listened to in our sleep. When we mean everything, we mean: bliss, friendship, rest, success, washboard abs, stamina, energy, libido, sexual performance, professional achievement, peace of mind, the afterlife and so on and so forth. Our deepest gratitude goes out to the pros that made this possible: Craig Whitaker, Native Films, super producer and power broker. Enrique Escobar, exec producer, multitasking force of nature, father figure. Freddy Stebbins, actor, comedian, chameleon. Lepelote, director extraordinaire & storytelling guru. Bart Tau, master of light & the best DP this side of the Rockies. The Cut Club. The Good Sound. We hope you laugh as hard watching it as we did shooting it. There's more where that came from. Stay tuned.