00:00What the hell happened to the world? It was never like this before.
00:03You really think so? Take a look.
00:061995, people spent all day glued to the TV.
00:101938, people spent all day glued to the radio.
00:141929, people spent all day buried in the newspapers.
00:191650, people spent all day listening to street preachers.
00:2250 AD, people spent all day watching the fight.
00:25Years go by, but human nature never changes.
00:28Sheep will always be sheep. Wolves will always be wolves.
00:31If you control the narrative, you control everything.
00:34An apple a day keeps the doctor away.
00:36Who told you that?
00:38My grandma. Everybody knows it.
00:39And who told her?
00:40Her grandma.
00:41Still haven't learned a thing. Watch this.
00:44As usual, we're in America. Early 1900s.
00:47Apple growers have a big problem.
00:48Nobody wants to eat their apples.
00:50They're way too sour, and they're good for one thing only.
00:53Making hard cider. Booze, basically.
00:55And everybody drinks it, every single day.
00:57But then, America declares war on alcohol.
00:59State after state, cider gets banned,
01:01and prohibition is right around the corner.
01:03The growers find themselves sitting on millions of apples
01:06that aren't worth a dime anymore.
01:07Either they convince people to eat them,
01:09or they go out of business.
01:10So they come up with a slogan.
01:12Or rather, they dig it up from an old Welsh,
01:14saying that nobody has ever heard of.
01:16It's short, it rhymes, and it sticks in your head.
01:18Perfect for an ad.
01:19An apple a day keeps the doctor away.
01:21There's no science behind it.
01:22No doctor, no study.
01:24It's an old country saying turned into advertising
01:26for one reason only, to sell apples.
01:28They start printing it in the newspapers
01:30and plastering it on every wall.
01:31They repeat it over and over for years,
01:33until people start repeating it all on their own.
01:36Teachers to their students,
01:37mothers to their children,
01:39grandmas to their grandkids,
01:40until nobody remembers where it came from anymore.
01:43In 2015, a team of researchers
01:45goes through the data on 8,000 people.
01:47The result, those who eat an apple a day
01:49see the doctor just as often as everybody else.
01:51For over a century,
01:52the most famous piece of health advice in the world
01:55has been nothing but an advertising stunt.
01:59Stop swallowing everything you're told.
02:01Fresh squeezed, huh?
02:02As you can see.
02:03So why not just eat an orange
02:04instead of squeezing three of them?
02:05Because, well, I...
02:06Shh!
02:07I know exactly why.
02:09It's California, 1916.
02:10Orange growers have a massive problem.
02:12They're producing way too many.
02:14People only eat them occasionally,
02:15like any other fruit,
02:16and most of the harvest ends up rotting on the ground.
02:18The situation is so desperate,
02:20they even start chopping down the trees.
02:22So, they turn to an ad executive, Albert Lasker.
02:25He looks at the oranges
02:25and gives the growers one simple piece of advice.
02:28Stop selling them as a fruit
02:29and start selling them as a drink.
02:31That's how a three-word slogan is born.
02:33Drink an orange.
02:34The intuition is genius.
02:36To fill a glass,
02:37you need at least three oranges.
02:38That means whoever used to buy just one to eat
02:41now has to buy three to drink.
02:42Consumption triples instantly
02:44without anyone actually eating more fruit.
02:46Step two is the hardware.
02:47They start selling glass juicers for pennies,
02:49getting one into almost every American home,
02:51and turning orange,
02:52squeezing into a daily household routine.
02:54Step three is the timing.
02:56Lasker decides the perfect moment is the morning,
02:58right next to the coffee.
02:59Through billboards, magazines, and school campaigns,
03:02orange juice becomes the very symbol
03:04of the perfect breakfast.
03:05In just a few years, the surplus vanishes.
03:07Trees are planted again,
03:08and the morning juice turns into
03:09what feels like a centuries-old tradition.
03:12Nobody ever asked if people really needed
03:13to drink orange juice every day.
03:15The growers simply needed to sell it.
03:17Today, over a century later,
03:18the problems of that old harvest
03:20are completely forgotten,
03:21but that glass is still right there
03:23every single morning on your table.
03:25Every single habit, tradition,
03:26or preference you have
03:28was carefully engineered by people
03:29who know exactly how the human mind works.
03:31Read this book before they ban it.
