Who Saw This Coming?

It appears Alex Bogusky and Chuck Porter have written a diet book that argues for the use of a 9-inch plate at every meal, which can decrease one’s caloric intake by 30 to 35 percent. Sounds like a good idea, but what if one stacks said 9-inch plate a mile high with starches and other fattening foods?

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. copyranter says:

    while we’re on the subject of dinnerware…what an absolute crock of a book idea.

  2. Carl LaFong says:

    If it’s a goof, a gimmick, a publicity ploy to get people talking about Crispin or one of their clients, it’s bloody well brilliant.
    If it’s an actual book that is intended to seriously address the nation’s obesity epidemic, then it’s hypocrisy of the highest order given the agency’s ongoing work for Burger King and Dominos.

  3. I predict Dominoe’s coming out with 9 inch pizza that will fit perfectly on that plate.

  4. It must be a gag; otherwise, they are opening themselves and their clients to a lot of unnecessary scrutiny. But if it’s real, it’s so unoriginal. Just about every diet extols the virtues of reduced portions. Plus, Porter is clearly not adhering to the diet.