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Treat Yourself Better, 6

Campaign
Agency Network: 
Published/Aired: 
January 2012

Description

Print advertisement created by Fred & Farid, France for Weight Watchers, within the category: Professional Services.

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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Highest Rated

Hadrons's picture

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.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

khronos's picture

what??

khronos
Activity Score 998
Copywriter
Hadrons's picture

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

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

bate_palmas's picture

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

bate_palmas
Activity Score 1479
Hadrons's picture

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.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

bate_palmas's picture

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
Activity Score 1479
bate_palmas's picture

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?

bate_palmas
Activity Score 1479
Hadrons's picture

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.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

bate_palmas's picture

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

bate_palmas
Activity Score 1479
gadgets's picture

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

gadgets
Activity Score 1063
ishiboy's picture

Too easy.

ishiboy
Activity Score 497
Creative Director at Mumbai, India
rakel's picture

nooooooooooooooooo. this is a wtf?!

rakel
Activity Score 250
Photographer at Escuela de Creativos Publicitarios de la Argentina
Norma_Des's picture

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

Norma_Des
Activity Score 24
Copywriter at Cemit Interactive Media
Orlando Andrade's picture

Exactly.

Orlando Andrade
Activity Score 124
Copywriter at Bazooka
marano's picture

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.

marano
Activity Score 348
Graphic Designer
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