I was having a look at something/procrastinating on Vevo this morning and got served the new Weightwatchers ad (which came out at the start of the month but had somehow passed me by), by Saatchi & Saatchi.
this is the short version, the long one lasts a full ad break
It’s caused quite a bit of upset among Weightwatchers loyal followers (and the wider dieting community) as it features the almost-too-skinny-and-has-never-dieted Alesha Dixon.
You can see their point – why should someone who is naturally skinny and/or a gym bunny and/or just doesn’t eat much ever be a great brand ambassador for a brand that helps people change their attitude towards food and lose weight? Alesha hasn’t fought the good fight and won her weight loss medal.
In contrast, Weightwatchers USA has Jennifer Hudson as a front/spokeswoman who went from curvy/a bit unhealthy to less-curvy/healthy with Weightwatchers. They’ve produced this ‘Believe’ ad for 2012:
and even have a compare-and-contrast video:
The UK ad makes a point of only using actual Weightwatchers members who have lost weight on their plan (plus, of course, Alesha), however as a result it also features some pretty awful lip syncing and arm waving. I can totally see what Saatchi were trying to do but I know which country’s efforts would be more likely to inspire me to get down to a meeting (not that I’m on a diet, for the record).
I’m really confused by that “play WeightWatchers” call to action. Which of WW’s potential customers feel like they want to play at dieting?
I liked last year’s campaign, which featured “decide to lose weight for the last time” as its tagline. Positive, decisive and final, but I should imagine they can’t go with that two years running, can they?! “Decide to come back again for absolutely the last time, this time…”
Maybe they should try “until next time?!”
And finally, is it absolutely necessary for dieters on ads to *strut* everywhere with their heads in the air? If people actually did that, they’d keep hitting their knees on low obstacles…
Interesting idea in the US ones. But do before/after pictures really work? I thought that’s what the UK ad was trying to get away from.
I do agree that Alesha Dixon seems a strange choice though.