• Ad Age, Wednesday, January 31, 2007 11:30 AM

Shrek is becoming a spokesman for good health, though the promotional efforts for a sugary cereal named after him were attacked by some top Washington politicians.

The U.S. Department of Health and Human Services and the Ad Council are announcing that Shrek, of big-screen cartoon fame, will be part of a "Small Step" obesity-prevention campaign that touts healthier lifestyles. Spots from GSD&M, Austin, Texas, will feature Shrek and sidekicks -- including the donkey with the voice of Eddie Murphy.

The move comes as McDonald's and Mars gear up for promotions tied to the May release of "Shrek 3." Among the tie-ins, Mars will roll out a Snickers bar with green filling and peanut-butter M&M's, while McDonald's, which has a marketing and promotional relationship with DreamWorks, will use the film to push offerings such as Apple Dippers.

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