Weight Watchers changes tack and aims to inspire with new brand campaign
Weight Watchers has kicked off an emotional new brand campaign aimed at making people believe in themselves again, in a departure from previous celebrity endorsement spots.
https://www.youtube.com/watch?v=jaPzQXahvQw&feature=youtu.be
The ‘Awaken Your Incredible’ campaign, created by BMF, reflects on the personal hurdles commonly encountered in life, celebrating how individuals overcome them.
Michael Burgess, Weight Watchers general manager, marketing, said in a statement: “Weight Watchers is founded and built on the truth that the only lasting weight loss solution for you, comes from within you. The core creative idea has hope and flexes the motivational muscle.”
The new brand campaign has seen the weight loss organisation refreshed with a new logo and website and is supported by a dedicated website, created and managed by Reactive, which provides consumers with information on weight loss and health, and information on the Weight Watchers brand.
The integrated campaign strategy was developed by Naked and spans above and below the line, including TV, direct mail, digital and PR.
Credits:
- Client: Weight Watchers
- Creative: BMF Communications
- Strategy: Naked
- Digital: Reactive
- Social Media and PR: One Green Bean
- Media: OMD
- Art Director: Alex Booker
- Copy Writer: Philip Sicklinger
- Creative Director: Justin Ruben
- Creative Founder: Warren Brown
- Group Account Director: Kura Tyerman
- Account Director: Kayleigh Chapman
- Account Manager: Emily Field
- Planners: David Hartmann, Ali Tilling and Sarah Hood
- Agency Producer: Jenny Lee-Archer
- Managing Partner: Stephen McArdle
- Director: Mark Malloy
- Production Company: Exit Films
- Producer: Susie Cole
- EP: Corey Esse
- DOP: Jeremy Rouse
- Editor: Rohan Zemna @ The Butchery
- Post: The Refinery
- Original Music: Cornel Wilczek @ Electric Dreams
Another gentle meander down manifesto lane
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Not one person in the advert is overweight. How does that relate to the service they offer?
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Have to agree with Hmmm
they better offer at least a 30 sec cutdown – I got bored within 10 seconds and would have changed channel.
There’s no real call to action and I don’t just mean a URL or phone number.
It’s got one of those meaningless taglines “awaken your incredible” rather than something to spur someone to get off their arse and take action.
And what’s with the crazy hausfrau smashing the plates – Yes I know we’re moody bitches but not all of us break the crockery you know.
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Sue – maybe that’s the suggested alternative to just scoffing a very large bar of chocolate?
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I agree with I Love Planners.
Yet another attempt at the inspirational, yet, I after watching it twice, I am still yet to see this ad actually depict the struggles of weight gain, the impacts on confidence, health, relationships etc, and therefore, possibly awakening your incredible with the help of weight loss? But then again, perhaps Weight Watchers is not in the business of weight loss and I am the one that has it wrong. I also note that the credits are longer than the description…
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