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Dang it, Story is good. They’re so good that they just tweaked the nose of Coca Cola – a brand they follow and admire. The charge: old-school bullshitting.

Check out this post, where Story lays out a new Coke ad that purports to be about making strides against obesity. Noble, to a point… but when Coke sets itself up to make the (much-needed) honest statement about owning its role in the obesity crisis, Coke whiffs.

Rightly, Story points out that transparency is a zero-sum activity – – you’re either COMPLETELY transparent about your mistakes (and efforts to make things better) or you’re bullshit.

Coke, Lance Armstrong, Anthony Weiner… welcome to the 21st century. Get with the program, or STFU.