First Lady Michelle Obama made big news earlier this year when she declared war on childhood obesity. Her “Let’s Move” campaign is ambitious and presents a whole host of PR challenges for major food companies.

It’s the YouTube video that pundits like Chris Matthews are calling one of the greatest political ads ever made.

Unless a client is looking to bailout newspapers, I have never been much of a proponent of newspaper ads, especially the full-page variety. Too many lawyerly words, and weird pictures.