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(KGTV) -- A brush fire erupted Friday in the South San Francisco area, burning parts of an iconic hillside sign and prompting evacuations in the area.Bay Area TV station KGO reported the fire broke out just before 12 p.m.South San Francisco Fire Department officials issued mandatory evacuation orders for several nearby neighborhoods as flames approached an area known as "Sign Hill."Aerial footage showed the blaze burning some letters on a massive sign on a hill that reads “South San Francisco The Industrial City.”Fire officials did not say how much acreage the fire has burned as of 2 p.m.The cause of the fire is unknown. 636

(CNN) -- Peloton, the indoor bike start-up, released a new holiday ad that in another time may not have made a dent in the cultural conversation. But this is 2019, and once the internet found the ad and pulled at its seams, there was no turning back.Social media is awash in critics who have seen the ad and are confounded by its aims, accusing Peloton of peddling negative body image, unchecked privilege, and gross marital dynamics.This much is clear: We're living in a post-Peloton holiday ad world now.There's a tangled web of accused offenses to run through, but first, let's break down the 30-second spot, which you can watch right here:We open on a young mother descending the stairs of her home, led by her daughter. It is a snowy holiday morning (you can see the snow through the home's luxurious floor-to-ceiling windows!).A faceless husband is waiting for her with a surprise gift!"A PELOTON?!?" she shrieks -- but in delight, or fear?The unnamed woman begins to document her fitness journey in a vlog, and audiences briefly wonder if this woman is a professional YouTuber.She rides after work. She rides, begrudgingly, at 6 in the morning.She rides straight out of winter and into the spring -- one can tell time has passed because the windows now reveal a lush and green backyard.She records it all, though her large, doe-like eyes seem to plead those of us watching at home for help.Who is making her vlog after all?Now it's fall, and our unnamed protagonist has cycled her way through three seasons in 20 seconds! From the screen in front of her, a Peloton instructor finally acknowledges her efforts -- "Let's go, Grace from Boston!"Grace, still home in Boston, is thrilled. Viewers are thrilled to learn this woman has a name."She's So High," a Tal Bachman song that debuted 20 years ago, swells as Grace unveils her yearlong vlog to her husband -- it was he she was speaking to all along!"A year ago, I didn't realize how much this would change me," she says, now a full believer.Audiences cannot immediately notice how Grace from Boston, as fit now as she was at the ad's start, has changed, other than she is now named and perhaps has joined a fitness cult.She thanks her husband for the gift, though it seems as though she did not initially ask for the exercise machine in the first place.Why people hate itSo what, then, is the most offensive part of this ad?Critics suggested it smacked of sexism. In a biting clip, comedian Eva Victor skewered the fact that a husband bought his wife an exercise bike seemingly unprompted -- what message does that send to the wife, then?Perhaps Grace from Boston just wanted an actual bike or an Instant Pot or something, but in Victor's clip, it seems her husband was nudging her toward weight loss.About weight loss -- It's never explicitly mentioned that Grace from Boston uses the bike to slim down, and she's already quite slender when we meet her. We know exercise benefits the body and mind, but in this ad and others, it seems Peloton bikes are used only by people who are already fit.Perhaps it's the idea that a working mother has the time to record her daily fitness regimen for her husband's viewing pleasure -- and is she doing so against her will? Or maybe it's the use of the schmaltzy anthem "She's So High," a relic of an era when depictions of these marital dynamics were widespread?The ad is of course fictional, and it's possible the fictional Grace from Boston loved fitness and dreamed of owning a Peloton bike. But in internet lore, she'll find new life as a meme.The company hasn't issued any responses on social media. Peloton had no comment when reached by CNN.Peloton and privilegePast Peloton ads haven't inspired as much buzz as this one has, but critics have knocked the privileged consumers they portray and market to.In a thread, a Twitter user who uses the handle Clue Heywood poked fun at all the Peloton ads that take place in million-dollar homes with "panoramic living rooms" and "glass-enclosed zen gardens," starring thin women and men who don't sweat as much as they shimmer.Fast Company speculated that Peloton is "trolling" us all with this 30-second spot, that the brand has weaponized its "lack of awareness" into a marketing tool. It's lit up online, and PTON stock rose almost 5% on Monday, though whether it's convincing any of its critics to buy the bikes remains to be seen.The lack of awareness hasn't stopped it in the past: The same week the company went public, CEO John Foley told CNN Business that the bike, which starts at ,245, is "crazy affordable." That's about two-thirds of the average rent for a Manhattan apartment, which might be a hard sell for consumers outside the middle class. 4713

(KGTV) — Back to school time usually means it's time for a new backpack.Nowadays there are tons of choices in how kids can lug around their belongings. Rolling backpacks, shoulder sling options, or the traditional two-strap pack. But which one is right for them?Will it support their back? Stay together through the school year? Does it look good? These are some of the questions parents grapple with in the middle of shopping aisles.MORE: 10News back to school resources for parentsA study by UC San Diego researchers found that children commonly carry about 10 to 20 percent of their body weight in backpacks, which is also the limit recommended by the American Academy of Pediatrics.UCSD researchers tested the correlation between backpack weight and a child's back pain. They tested a group of 8 children and measured spinal pressure at three different amounts of backpack weight meant to mimic 10, 20, and 30 percent of their weight.They found that as the weight of the backpack load increases, back pain in children increases and spinal disc height shrinks as lumbar asymmetry grows.Which brings us back to the original question: How do you make sure a backpack is right for a child? A graphic from the folks at RetailMeNot have outlined how a backpack should rest on a child:Safety strapsBackpack straps are more important than kids think. Shoulder straps should be wide and padded to help distribute the pack's weight evenly, according to the website Healthy Children. Abdominal straps also help distribute weight across the waist, hips, and back.It's also recommended not to wear backpacks on only one shoulder, which shifts all that weight and leads to neck and back pain.Wearing it rightThe top of a backpack should sit one to two inches below the top of the shoulders. Also, the pack should not sit more than four inches below the waistline.The bottom of the backpack should align with the curve of the lower back.Preventing injury on the goWhile at school, its important for kids to be careful while lugging around their backpack. If possible, students should stop by their lockers often to unload any unneeded gear from their backpack. If bending down, kids should use both of their knees while wearing a backpack and not bend at the waist.Learning back-strengthening exercises can also help build up muscles primarily used while carrying weight.Consult a pediatrician if necessaryTalking with your child's doctor about back health is vital. Speak with your child as well about being vocal about back discomfort. And for parents, don't ignore complaints about back pain.If may also be worth speaking with school administrators about lightening the load of work carried around or buying separate textbooks to keep at home. 2803

(KGTV) - Are jars of poop from the 1997 Kentucky Derby winner being sold in jars for 0 a pop?Yes.An artist collected the droppings of former winner Silver Charm and preserved them in jars with a clear epoxy resin.They're now being sold for 0 as "Derby Turds."Part of the proceeds will go to the Kentucky home for retired thoroughbreds where Silver Charm now lives.The website suggests you pass the poop along to future generations as a family heirloom. 466

(KGTV) - Are a growing number of Japanese companies banning female employees from wearing glasses?Yes.Several Japanese media outlets are reporting on this trend.Some retail chains reportedly say women employees who wear glasses give a "cold impression."One woman who works in a restaurant tweeted she was told not to wear her glasses because it would appear rude and did not go with her traditional kimono.Japanese companies were criticized earlier this year for requiring female employees to wear high heels. 517