Weight Watchers’ new ad campaign underscores the ifs, ands or butts of New Year’s resolutions.
The venerable weight-management company that’s helped overweight women and men for five decades recently rolled out a series of promotional videos called “Help With the Hard Part.” At its core is a reminder that getting rid of bulging bellies and doughy derrieres is more than just eating less or exercising more.
People overeat, or eat poorly, for any number of reasons, and what goes into the brain is as important as what goes into the stomach.
“It’s a tough subject, but one we can all have fun with,” said Maurice Herrera, senior vice president and head of marketing for Weight Watchers.
In a world where Kim Kardashian’s rear end is celebrated as art, the harsh reality is that for most people, carrying excess weight poses health risks. Curves are appreciated, to a point, but with more than a third of U.S. adults (34.9 million) classified as obese, according to the U.S. Centers for Disease Control and Prevention, it’s little wonder many seek help shedding pounds.
According to market research firm Marketdata Enterprises, the domestic weight-management industry generated revenues of $62 billion.
Several attention-grabbing Weight Watchers videos drive home the point, including the most recent, which begins with the shot of a woman’s rear end as she walks down a street. “Everyone has a butt. And every butt has a story. This is one .”
What follows is a montage of the story of a fictional woman’s life, viewed from behind. Clips begin with a young toddler, followed by other life events: prom, getting married, working in an office. “My butt and I came into this world together. We were a great team. And then we grew up, and things weren’t as easy.”
The video has been viewed more than a million times on YouTube, where, judging from salacious comments, some people have missed the point. The company’s Facebook page is hosting a more thoughtful debate. Most viewers appear impressed by the new video.
Weight Watchers veteran Vannesa Mancero offered a typical observation: “It’s the truth, this is how I think, this is how a lot of women think. I’m really lucky to have a WW leader and group members who help me focus on the ‘brain’ part instead of what the scale says.”
“Finally, someone understands!” posted Gail Kathryn.
According to its website, there are more than 40,000 meetings held worldwide each week. Pittsburgh’s Mary Vogliano has been a Weight Watchers leader at various sites, having joined the program 15 years ago.
“The big thing about the ads is, they are relatable, and they’re real and they’re hopeful,” she said, adding that “it’s about changing people’s relationships with food for good, having a program that works and it’s important to know that someone always has your back.”
Starting conversations
Weight Watchers intentionally kicked off the campaign just before the holidays with a video spot called “If You’re Happy.” Scenes of people mindlessly eating while watching television, at a party, a corn dog on a stair-stepper at the gym, are accompanied by a song to the tune of “If You’re Happy and You Know It, Clap Your Hands.”
This particular ad also appeared in movie theaters, all the more jarring since many in the audience cradled buckets of popcorn or large boxes of candy.
“One of the reasons we put them in a cinema was because of that co-viewership. You’re there with a friend or family member and hopefully that strikes up a conversation about the emotional dynamics of eating,” Herrera said.
Other offerings in the “Help With the Hard Part” campaign include online YouTube videos such as singer and former “Saturday Night Live” star Ana Gasteyer leading a group of Weight Watchers coaches through a rousing chorus of dieting gone awry during the “12 Days of Christmas.”
