1.4bn scorn exercise at their peril
A FIFTH of the global population are at risk of serious disease through lack of exercise.
A study found 1.4 billion people were insufficiently active – including 40 per cent of women and 32 per cent of the men in Britain.
They face an increased risk of heart disease, Type 2 diabetes, dementia and some cancers.
The World Health Organisation study said there was little progress in improving physical activity levels between 2001 and 2016.
If the trend continues, a target of reducing sedentary lifestyle by 10 per cent by 2025 will be missed.
Study leader Dr Regina Guthold, whose findings appear in The Lancet Global Health journal, said: “Regions with increasing levels of insufficient physical activity are a major concern for public health and the prevention and control of noncommunicable diseases.” CHRISTMAS came early for fans of John Lewis adverts yesterday when the store launched a joint marketing campaign.
The two-and-a-half minute video rebrands John Lewis and Waitrose – making sure shoppers know the supermarket is part of the JL Partnership.
Reminiscent of John Lewis’s big-budget Christmas adverts, it made its TV debut last night during Great British Bake Off on Channel 4, featuring a school concert with a difference as children reimagine Queen’s 1975 rock anthem extravaganza Bohemian Rhapsody.
The advert mimicks the band’s famous video in which the four members delivered an ethereal introduction lit only by torchlight before bursting into the bombastic classic.
The advert features Martians, laser guns, angelic singing and a startled teacher – before a rocket emerges from the back of the hall for a spectacular finale and the tagline: “When you’re part of it you put your heart into it – because for us it’s personal.”
Brilliant
The rebrand is the company’s attempt to boost its fortunes during a difficult time on the high street.
The advert, released on social media earlier yesterday, won praise on the Waitrose & Partners Twitter account with comments such as “Wow!!!” and “Brilliant!”.
It was directed by Dougal Wilson, who has directed previous, successful John Lewis adverts including Tiny Dancer, The Long Wait and Monty the Penguin.
The company would not reveal its cost but said the advert was its biggest marketing campaign outside Christmas.