Sigh…slimming product advertising. The “I lost XXkgs. and you can too” formula. Well, Mother has broken all the rules. Its radical new campaign for Slimfast UK is an upbeat music video, featuring BAFTA award winning TV personality and rapper, Big Narstie, with long time brand ambassador, Kelly Brook, an a whole new message.
Oomph For Your Boomph champions the extra Oomph (23 vitamins and minerals and 14g of protein) for your Boomph (making the most of life) you get with SlimFast, evolving SlimFast into a modern brand that supports people achieving their weight management goals through nutritious products that fit their lifestyle.
The 90-second music video that leads the campaign was shot by grime music video director, Matthew Walker, and produced by Mother Studios – a modernising step-change for the brand, that repositions SlimFast UK as a modern brand for all. The track is a remix of the new Big Narstie track, Work Hard Play Hard, which is inspired by the rapper’s well-documented journey to improved health.
The UK campaign is running on SlimFast-owned media channels, with TVCs kicking off on May 14 in 30- and 20-second versions. These will run for eight weeks and will be supported with a paid social media campaign.
SlimFast UK&I marketing director, Clafoutie Sintive, stated, “Our big, bold campaign with its uplifting tone is an unapologetic affirmation of celebrating your best self. We have our two ambassadors with their different needs to help connect with consumers who are at various stages of their own weight management journey. Big Narstie with his larger than life personality and confidence who is looking to lose weight over the long term and Kelly Brook who is continuing to successfully maintain her weight and living her best life.”
Peter Robertson, global executive creative director at Mother London, added, “To get people to take a fresh look at SlimFast, we wanted to do something unexpected… so putting Kelly Brook and Big Narstie together, and then making a grime track and accompanying music video seemed to really tick that box. Both Kelly and Narstie are on their own weight management journeys so were the perfect duo to breathe new life into the brand and get people to re-evaluate how SlimFast can fit into their life.”
Credits:
Client: SlimFast
Creative: Mother
Strategy: Mother
Production: Mother Studios
Director: Matthew Walker
DOP: Matthew Emvin Taylor
Editing: Mother Studios
Audio: Sam Robson @No.8ldn
Colour: Alex Gregory @ No8Colour
Colour Executive Producer: Charlie Morris
VFX: No.8ldn
Post Producer: Ellie Thwaite
