Buffet Boy

Numan, the leading digital-health provider, has launched ‘Buffet Boy’ - a provocative television campaign that personifies food prevalence as a charming but disruptive character quite literally made of the nation’s favourite foods - from chocolate eclairs to crudites and hummus.

It’s the first time a provider of obesity medication has taken such a creative leap - aiming to confront outdated narratives around obesity and willpower, and spotlight the real behavioural and environmental challenges people face when trying to lose weight.

Directed by Steve Ayson (MJZ), the work - which will run across 10s, 20s, 30s, and 60s segments - headlines a fully-integrated UK campaign rolling out across broadcast TV, BVOD, OOH, paid social, radio and podcasts, and PR and digital marketing efforts.

The spot begins with ‘Lisa’, a successful partner at an architectural firm. She is determined to take control of her health and has signed up to Numan’s holistic weight management programme, which combines medication, diagnostics, clinical support, and coaching.

Enter Buffet Boy: her edible adversary. He materialises in her office, determined to break her resolve. At first smug and seductive, his confidence unravels as Lisa’s resolve to lose weight remains steadfast despite his increasingly desperate ploys to get her attention. Not even his cinnamon buns - ‘treats from Sweden, courtesy of Steven’ - can distract her. ‘Lisa’ remains fully in control of her health journey, leaving ‘Buffet Boy’ powerless.

‘Buffet Boy’ was conceived and developed in-house by Numan Studios, the company's in-house creative team. He was then brought to life in-camera with minimal touchups or special effects. His full-body, wearable suit was crafted by acclaimed model maker, Dagmar Stefflova, bringing a grotesque but charming realism to the character. Paired with the score - written for the ad by Thirtytwo Music - ‘Buffet Boy’ delivers a visceral, humorous metaphor for the battle millions of people experience daily - reframing weight loss not as a question of willpower but of having the right tools.