Can these Minnesota ads reduce obesity?

Minnesotans have something new to watch on TV: Commercials encouraging them to reduce their weight. They are a part of the Blue Cross Blue Shield of Minnesota’s latest campaign to reduce obesity rates.

These ads haven’t been universally loved, drawing criticism from those who argue that people respond better to positive message about health and healthy eating rather than negative ones. The insurance company is defending the ads.

The ads can be viewed in Ezra Klein’s Wonkblog post at the Washington Post.