Weight Watchers Offering ‘Help with the Hard Part’
Weight Watchers identifies over-eating triggers in new ad, offering to ‘Help with the Hard Part.’
The legendary weight-loss brand Weight Watchers has a tremendous holiday campaign for 2014. The “Help with the Hard Part” campaign tells the truth about over-eating, reminding viewers that just about anything can trigger a food craving.
The 60-second video spot makes a twist on the “If You’re Happy and You Know It” song, starting off by showing food as an integral part of celebrations, such as sporting events or birthday parties. Then, the ad takes a bit of a darker turn, reminding viewers that sadness, boredom, stress and loneliness can all trigger cravings as well.
I applaud the audacious honesty put forth by Weight Watchers in this campaign. To be certain, some people are overweight because of genetic issues, etc. However, the vast majority of obesity is within our power as humans to avoid. This spot does a great job of giving consumers a bit of ‘tough love,’ so to speak.
While most weight-loss ad campaigns traditionally begin after the winter holiday season, Weight Watchers is already up and running, offering ‘Help with the Hard Part.’ This seems like a smart move too – much of that ‘hard part’ is resisting over-indulging in fattening holiday meals. Call it a preemptive strike against obesity on the part of Weight Watchers.
“There’s nothing wrong with a success story, but it’s a shallower message,” says Weight Watchers president Lesya Lysyj. Kudos to Weight Watchers for rejecting the easy narrative.
Howard Davidson Arlington Massachusetts