I caught this US ad for Weight Watchers on the Best ads site. What I like about it is that it refers to ‘my butt’. I worked on a campaign for an appetite suppressant drug, where a larger woman was pictured was saying, ‘I decided to stop being fat’. The word fat proved controversial, with some countries balking at the idea of running it. So hats off to Weight Watchers and Wieden + Kennedy, Portland for actually using the language that the majority of their target audience would use.
The voiceover ends with ‘the relationship with my butt had nothing to do with my butt, and everything to do with my brain’. Am I alone in finding this a bit odd? It could point to a potentially uncomfortable objectification of women’s body parts, but I think the ad does enough tonally to avoid this.
The concept, the rueful voice over and the copy approach what I’d call ‘Real Life’ territory – being matter of fact in tone and somehow suggesting it’s time to face up to reality and act. Sadly the execution loses its nerve visually. The butts on display remain aspirational for those in its target audience. Weight Watchers want you to get real and think about your own huge post-festive butt, but then lose their nerve.
Sad this, for what Weight Watchers are asking us to trust it with something about which many people feel deeply vulnerable: their weight issues. But as it does not reflect the truth when it is trying to acquire customers, it undermines this potential trust. A vague ‘support system for the brain’ doesn’t quite compensate for not staying real.