The latest government anti-obesity campaign?

Michele Simon of Appetite for Profit fame sends me this link to AdFreak.com’s account of the Advertising Council’s  latest pro bono campaign for the Department of Health and Human Services: placing itty bitty tee-shirts in laundromat dryers with the slogan “Shrink a few sizes.”  Michele can’t tell if it’s a joke and neither can I.  Surely they have to be kidding?  Does anyone know for sure?