Weight Watchers: Treat Yourself Better, 6

Advertising Agency: FRED & FARID, Paris, France
Creative Directors: Fred & Farid
Copywriter: Feng Huang
Art Directions: Feng Huang, Pierre Jouffray
Advertiser supervisors: Corinne Pollier, Yannick Hnatkow, Karen Skalski
Agency supervisors: Isabelle Constant, Julie Badin
Agency Producers: Emmanuelle Grenier, Teodora Berglund
Agency editor: Jason Freites
Agency Post production: Katharina Nicol
Art Buying: Carmela Guiragossian
Director / Photographer: Rankin
Production company / Producer: Rene Hauser
Music: Green United Music

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14 comments

khronos's picture
khronos
998 pencils

what??

Hadrons's picture
Hadrons
5743 pencils

So provocative, so true.
Sometimes we treat food as compensation for that other missing things in our life.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

bate_palmas's picture
bate_palmas
1479 pencils

Hadrons - really? You think readers will interpret it that way?
I've got my doubts...

Hadrons's picture
Hadrons
5743 pencils

You say "readers" - I mean target audience - women with extra weight, and I'm not talking about 2-5 kg over !

Those women usually carry this problem for years, and after having tried all kinds of diets.
Believe me, they are aware, well aware that their constant extra weight is connected to the psychological condition they are in.
So, yes to your question.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

bate_palmas's picture
bate_palmas
1479 pencils

I hear you, but I think it's just too surreal.

Put simply, I couldn't imagine any overweight woman, anywhere in the world, looking at this advert and thinking "yes, Weightwatchers is what I need."

Time will tell.

bate_palmas's picture
bate_palmas
1479 pencils

Yo know Hadrons, I keep looking back and this, only because it's Fred and Farid - one of the hottest creative workshops in the world. So I feel like I might be missing something.

The thing is, the one with the chips, sweets etc all make sense (they're bad for you, so treat yourself better). But then there's this one with cabbage, and one with a pea. It's all very confusing. Am I missing something?

Or is this campaign just not working?

Hadrons's picture
Hadrons
5743 pencils

I feel like I'm having deja vu - I thought I answered this, but, oh well.
So, the idea is not what you eat but how much.
You see, overweight women don't become fat because they eat "healthy" food... they just eat. And they eat a lot.
They start with carbos and then they have guilt, so they shove greens into their mouths ... it's an ongoing process - in which their mouths become food processors,

And if they are lucky and have kids - they eat the little one's left-overs because you simply don't throw food (veggies, half-eaten muffins and pizza slices, gummy bears and the list goes on. And on.)..
So now, their mouths has also become the family garbage disposal.

These women forgot that they used their mouths only to put lipstick and to whisper sweet nothings to their man.

In order to break this vicious cycle, you need to take off the gloves and address it.
This is what this brilliant campaign just did.

Cheers.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

bate_palmas's picture
bate_palmas
1479 pencils

Man that's a crapload of information to dry decipher form any one of these print ads seen in isolation.

I remain completely unconvinced by this set of ads. Anyway, moving on, agree to disagree etc etc.

Cheers

gadgets's picture
gadgets
1063 pencils

I don't like the campaign. there are better ways to communicate this.

ishiboy's picture
ishiboy
497 pencils

Too easy.

rakel's picture
rakel
250 pencils

nooooooooooooooooo. this is a wtf?!

Norma_Des's picture
Norma_Des
24 pencils

I think the message comes out just confused if you mix something healthy like salad with something unhealthy like fries and candies :P

Orlando Andrade's picture
Orlando Andrade
124 pencils

Exactly.

marano's picture
marano
348 pencils

I'm with Norma_Des on this one. Using both greens and candy complicates the message. If Hadrons interpretation on this one is accurate, then I think that that is just far too much to decipher. I would never see this ad and interpret it as such.

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