Diet ads. Blah.
Not this one.
When Wieden + Kennedy was appointed to Weight Watchers in the US its president, Lesya Lysyj, stated, “We’re completely revamping the way we think about marketing and its role in our business, and we believe Wieden+Kennedy is the right partner to reinvent how we go to market. Wieden+Kennedy continues to set the standard for breakthrough work and we look forward to partnering with them.”
Bet you’re happy and you know it now, WW.
This first Wieden + Kennedy ad for Weight Watchers gets right down to the crux of why people might need Weight Watchers – because “when you’re happy and you know it,” [ditto bored, sad, stressed…] you don’t “clap your hands” or “stamp your feet”….you eat.
“If you’re human and you know it, then your face will surely show it…If you’re human, eat your feelings, eat a snack,” is the universal truth of the 21st century and the reason Weight Watchers is useful…
…which the ad notes in its tagline: “Help with the hard part.”
The ad also acknowledges the reality that dieting is hard.
“We’ve never actually said that weight loss is easy, but when you use celebrities and show before-and-after photos, what you’re doing is kind of implying that it is easy,” Lysyj noted. Weight Watchers has not been the only culprit here. This ad stands out.
Yes, the ad itself is rather clever: Big idea, standout point of view, compelling promise, single-minded execution, memorable delivery.
…And striking timing. Before, not after, the gorging season (Thanksgiving (US) and Christmas). …Plus share the conversation media placement, on hot topic TV shows like The Walking Dead and The Voice, and in cinema.
Wieden & Kennedy creative directors, Michael Tabtabai and Jason Kreher pointed out that the new commercial was meant to emphasize the face-to-face support found at Weight Watchers’ meetings (vs new trend, smartphone fitness and weight loss apps) and aims not to pass judgment on anyone eating in an unhealthy way, but rather to demonstrate that Weight Watchers understands how overeating really is and knows how to help.
Creative credits:
Agency: Wieden + Kennedy Portland
Creative directors: Michael Tabtabai & Jason Kreher
Creatives: Brooke Barker & Robbie Rane
Executive creative directors: Joe Staples & Mark Fitzloff
Production company: Epoch Films
Director: Martin De Thurah
