Today in Overselling the #microbiome: Lick-hiker's guide to Inner Strength

Well, thanks, I think to Christie Aschwanden https://christieaschwanden.com for pointing me to this.

Valio unveils Lick-hiker’s Guide to Inner Strength with travel presenter Ian Wright - hasan & partners




Valio - Gefilus Trailer from hasan & partners on Vimeo.

From the Press Release

International travel presenter Ian Wright is on a mission to seek out and lick the dirtiest locations in Europe for The Lick-hiker’s Guide to Inner Strength, a campaign that promotes the virtues of Gefilus, a good bacteria product range by dairy giant, Valio.

Simultaneously almost certainly over-promoting the benefits of this one probiotic and also the risks of licking things all over the globe.

Our 25-minute documentary sees Wright’s tongue come into contact with places that harbour bad bacteria - all in the name of testing immunity, gut health, and science. These include a metro station, public toilet, telephone, kindergarten, river, €10 note, bronze statue and Tottenham Hotspur FC.

Did they really have to pick on Tottenham?

Valio commissioned hasan & partners to demonstrate the power of Gefilus, which contains the friendly Lactobacillus rhamnosus GG and vitamins. Lactobacillus rhamnosus GG is the world’s most researched lactic acid bacterium and its qualities have since been scrutinized in more than 800 scientific studies globally.

Umm - just because there are 800 papers does not mean it is necessarily good for you. I mean, published papers is a good thing. But there are also 1000s of papers on anthrax and smallpox ...

Armed with bottles of good bacteria and a luminometer to count germs, the two-week tongue tour of Europe tests Wright’s taste buds and nerve to the limit. Viewers will find out if he survived the ordeal without contracting any stomach bugs and where in the world is the location with the worst bacterial score.

OK - well then. A luminometer will reveal everything you need to know about a sample of microbes. We should just use them for every microbial study everywhere (nothing against luminometers per se, but they really are not what is needed here).

Jussi Lindholm, COO of hasan & partners, comments: "Good bacteria in Gefilus products has been carefully studied and people believe in it. But seeing is believing, so the documentary is both educational and fun, designed to physically draw attention to the link between the gut, our inner strength, and our wellbeing. World traveller Ian Wright has experienced many challenges and Gefilus was probably the weirdest."

OK. Doesn't actually seem that weird. Just oversold ...

Here is the full documentary