https://www.youtube.com/watch?v=vHi2RPXdvzw
It’s that time of year again… the time of year where you are supposed to reflect back on your 2014 self and fix everything you didn’t like. It’s only logical that health and wellness businesses would capitalize on the opportunity and market their services to help potential consumers with self-improvement. There is one company specifically that is doing an exceptional job and who has veered from its traditional commercial themes: Weight Watchers.
In the past, Weight Watchers campaigns have focused on A-list celebrities losing weight and looking like glitzy Hollywood stereotypes. Celebrities have included Jessica Simpson, Jennifer Hudson and Charles Barkley. Or another common theme is the testimonial, showing before and after shots of success stories. Most of those before and after images look completely fake, often depict an unpleasant story and the after pictures often take place years later. Neither of these techniques are groundbreaking to the weight loss industry and these tactics can be seen in almost every other diet plan commercial such as Nutrisystem or South Beach.
Weight Watchers’ most recent campaign commercials, however, are not only super funny and catchy but completely relatable. The commercials focus specifically on emotional eating, which speaks to human behavior most of us have and to which we can relate. Weight Watchers’ tagline is “Help with the hard parts,” and it includes the Weight Watchers logo, which is the only time you see it in the commercial. They aren’t cramming their brand down your throat, making unrealistic promises, or inducing guilt by depicting a gorgeous celebrity who is supposed to seem relatable. They are showing everyday situations we all face in a comical light. This gets your attention and is applicable to most people when it comes to the challenges of eating healthy. I especially like the commercials because they show scenarios we all face: the office candy, pizza during the game, girls’ night with drinks and, my favorite, the late night snacks.
When really looking at these commercials I think it hits home more than ever that harnessing human behavior, experiences and emotion is an extremely valuable tool. I love the nontraditional spin on this very normal product and can’t wait for their next commercial series!
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