- Weight loss can be one of the most deeply emotional subjects for people. Yet the category seems almost afraid of emotional advertising, preferring to go with bright, bubbly, breezy celebrity endorsements instead.
- We’ve seen exceptions, like Medifast’s memorable 2013 campaign. (Those ads, filmed over eight months, used some nifty editing to poignantly show heavier consumers talking to their future, slimmer selves.) Now, we get this inspirational campaign from ad agency BMF for Weight Watchers Australia, which is light years away from what the brand does in the U.S.
- The theme is, “Awaken your incredible.” And it’s all about finding the person you are at your core, whom you might have lost track of over the years as you tackled all of life’s other challenges. It’s a simple idea, communicated effectively and movingly in the humble 60-second spot.
- The message seems much more relatable than Jessica Simpson chattering on about how she loves her body. Dieting, after all, is about pursuing the ideal version of yourself, not someone famous—about reconnecting with yourself, not connecting with others.
- View the ad here: Weight Watchers Australia commercial
- While there’s nothing inherently wrong with using celebrity endorsement as a selling point for weight loss as Weight Watchers USA approaches it, this ad by Weight Watchers Australia takes it to the next level and gets to the core of people’s emotional struggle with weight loss. It’s great to emphasize that celebrities are real people too and that they struggle with weight loss, but as a consumer, it’s hard not to think “Well, it’s Jessica Simpson, she probably has a gym in her house, a personal assistant and nanny, a personal trainer, a chef who cooks her meals for her…” It’s almost as if it gives people another excuse for not being successful because they don’t have the same resources as a celebrity would have.
- Weight loss is often something that’s seen as an unattainable or even impossible goal. Knowing this, Weight Watchers Australia plays into that fear and struggle people have within themselves to frame it as just another challenge that can be overcome. They show that everyday people are overcoming challenges in hopes that they will realize that they are capable of much more than they even realize. It’s easy to get caught up in the everyday struggle, and weight loss seems like that one last, unattainable mountain to climb. Even though the imagery and message doesn’t directly tie back into weight loss, an inspiring message and connection is being made by reinforcing that most people are stronger than they are giving themselves credit for.