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Coke ad: it takes 23 min. to burn off
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NEW YORK (AP) — Coca-Cola is taking on obesity, this time with an online video showing how fun it could be to burn off the 140 calories in a can of its soda.

In the ad, the world's biggest beverage maker asks what would happen if people paid for a can of Coke by first working off the calories it contained. The ad, which notes that it typically takes 23 minutes of cycling to achieve that, shows a montage of people on a giant stationary bicycle happily trying to earn a can of its cola, with carnival music playing in the background.

The video is unusual because it so frankly addresses how many calories are in its drink. But it also takes a frequent criticism used by health advocates and spins it in a happy light.

"It's so clever on so many levels, but it's twisted too," said Michele Simon, a public health lawyer and author of "Appetite for Profit: How the Food Industry Undermines Our Health and How to Fight Back."

Simon said she thought the video was a response to the recently released "Fed Up" movie, which is critical of the food industry's marketing tactics. In the movie, a health advocate states that a child would have to bike for an hour and 15 minutes to burn off the calories in a 20-ounce Coke.

Coca-Cola's video comes as soft drinks have faced growing criticism from health advocates who say they fuel obesity and chronic diseases related to diet. Numerous cities have tried to impose special taxes on sugary drinks, although none have succeeded, in large part because of heavy lobbying from the beverage industry.

In New York City, the Board of Health this week asked the state's highest court to reinstate a 16-ounce limit on sugary drinks sold in restaurants, stadiums and other venues. The measure, championed by former mayor Michael Bloomberg, was knocked down by a judge after a lawsuit led by the beverage industry.

Coca-Cola, based in Atlanta, began addressing obesity for the first time in a TV ad last year. That ad took a far more serious tone, with a voiceover stating that weight gain is the result of consuming too many calories of any kind, not just soda.

It's an argument frequently used by food companies, which tend to stress the need for physical activity and moderation when addressing criticism about the nutritional content of their products. But health advocates say that glosses over the reality that many people are simply consuming too many calories and that it would be unrealistic for them to try and offset that with exercise, especially given people's increasingly sedentary lifestyles.

In the meantime, the soda industry is fighting to stop declining sales even without the impact of any special taxes or measures. Just last year, U.S. sales volume declined 3 percent, faster than the 1.2 percent drop the previous year, according to industry tracker Beverage Digest. And critics are increasingly taking aim at other sugary beverages sold by Coca-Cola and PepsiCo, such as sports drinks and juices.

Judith Snyder, a Coca-Cola spokeswoman, said the latest video is part of a series that show "moments of delight and surprise" with Coke. She said it's intended to address the theme of energy balance in a lighthearted way.

She said it will be promoted on Facebook and Twitter, but won't run on TV.

At the end of the video, which runs for 1 minute and 40 seconds, the phrase "Movement is happiness" appears on the screen, followed by: "Where will happiness strike next?"

Laura Ries, president of the brand consulting firm Ries & Ries, said that the video could backfire because people might be turned off by the idea that they would need to cycle for 23 minutes just to burn off a Coke.

"They're showing exactly why you wouldn't want to drink a Coke. Twenty-three minutes on a bike is not fun for most people," she said.

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View the ad: https://www.youtube.com/watch?v=N3P73agzjBg&feature=youtu.be

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Follow Candice Choi at www.twitter.com/candicechoi

Raging wildfires in South force evacuations in Tennessee
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Fires blaze on the hills above Dollywood’s DreamMore Resort in Pigeon Forge, Tenn. Tuesday morning. Bruce McCamish Photography | The Covington News

ATLANTA (AP) — Raging wildfires fueled by high winds forced the evacuation of thousands of people and damaged hundreds of buildings in a popular resort town on the border of the Smoky Mountains National Park as National Guard troops arrived early Tuesday to help overwhelmed firefighters.

Rain had begun to fall in some areas, but experts predicted it would not be enough to end the relentless drought that has spread across several Southern states and provided fuel for fires now burning for weeks in states including Tennessee, Georgia and North Carolina.

The storms appeared to be taking aim at the nearly 28,000-acre Rough Ridge Fire in north Georgia and the nearly 25,000-acre Rock Mountain Fire that began in Georgia and then spread deep into North Carolina.

In Gatlinburg, Tennessee, officials said hundreds of homes and other buildings, including a 16-story hotel, were damaged or destroyed by flames. And preliminary surveys indicated that Westgate Resorts, with more than 100 buildings, and Ober Gatlinburg were both likely destroyed, according to a news release Tuesday morning.

Emergency officials ordered evacuations in downtown Gatlinburg and Pigeon Forge and in other areas of Sevier County near the Smoky Mountains while crews continue to battle the blaze, which also had crept to the edge of the Dollywood theme park. About 14,000 residents and visitors were evacuated from Gatlinburg alone, officials said.

No deaths have been reported, though several people were hospitalized with burns, emergency officials said in the news release.

Officials say there are about 1,200 people sheltering at the Gatlinburg Community Center and the Rocky Top Sports Park. Several other shelters have opened to house those forced from their homes. TV broadcasts showed residents streaming out of town just as rain started to wet roads.

Workers at an aquarium evacuated because of the wildfires were concerned about the thousands of animals housed there. Ryan DeSears, general manager of Ripley's Aquarium of the Smokies, told WBIR-TV the building was still standing and all workers had been evacuated late Monday. However, he said workers were anxious to return to check on the well-being of the 10,518 animals.

The rain forecast "puts the bull's-eye of the greatest amounts right at the bull's-eye of where we've been having our greatest activity," said Dave Martin, deputy director of operations for fire and aviation management with the southern region of the U.S. Forest Service.

The projected rainfall amounts "really lines up with where we need it," Martin said Monday. "We're all knocking on wood."

After weeks of punishing drought, any rain that falls should be soaked up quickly, forecasters said. It will provide some relief but won't end the drought — or the fire threat, they said.

Drought conditions will likely persist, authorities said. The problem is that rainfall amounts have been 10 to 15 inches below normal during the past three months in many parts of the South, authorities said.

"I think we racked up deficits that are going to be too much to overcome with just one storm system," said Mark Svoboda, director of the National Drought Mitigation Center in Lincoln, Nebraska.

"I would say it's way too early to say 'Yes, this drought is over,'" Svoboda said. "Does it put a dent in it? Yes, but we have a long ways to go."

The rain also brings danger because strong winds at the leading edge of the storms can topple trees and limbs that can kill and injure firefighters, he said.

In Mississippi, trees were reported downed Monday in nearly 20 counties across the state. Sustained winds of 30 to 40 mph with gusts of more than 50 mph were reported and more than 2 inches of rain fell in some areas.

Power outages peaked at more than 23,000 statewide in Mississippi. Powerlines downed by winds sparked grass fires in four counties, said Greg Flynn, a spokesman for the Mississippi Emergency Management Agency.

The storms moved across Alabama on Monday night and fell on Georgia during the overnight hours. High wind warnings were issued for mountainous areas in northern parts of Georgia.

In South Carolina, the stormy forecast was giving hope to firefighters battling a blaze in the northwest corner of the state. The South Carolina Forestry Commission hopes to contain the Pinnacle Mountain fire by the middle of next week.
More rain was expected Tuesday night and Wednesday morning in parts of Louisiana, Mississippi and Alabama.
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Fuller reported from New Orleans. Associated Press writers Rebecca Yonker in Louisville, Kentucky; Jeff Amy in Jackson, Mississippi; Beth Campbell in Louisville, Kentucky; and Jack Jones in Columbia, South Carolina, contributed to this report.