Agency: Lowe, Holland
Art Director: Liat Azulay
Copywriter: Jeroen de Korte
Its unique, but kind of insulting. I don’t think this ad would be very effective. Nobody with a weight problem would look at this and have good thoughts about Weight Watchers because of it… I don’t think this is good for their brand image.
I understand their whole campaign is making people feel bad enough about the way they look to give them their money, and the whole optical illusion is clever. But it seems like a pretty derisive, childish approach, even for them.
Doing their part to bring the “fat people are bad people and should be openly ridiculed” sentiment back into style I guess.
Good to see it’s still okay to make fun of fat women.
Tina, how would you get an overweight person’s attention and get them to think about being overweight without doing or saying anything that could be construed as making fun?
I can think of a few, but sometimes making fun of something a person actually has control over changing is just the kind of kick in the pants that person needs to start making a change.
As far as this execution goes, seems a little “phoned in.” That woman isn’t nearly fat enough to weigh down a bus, you know?
Von, there are thousands of ways to get someone’s attention without resorting to ridicule. It’s not good business to demean your key demographic.
A kick in the pants? Does it give them a kick in the pants or the gut? Does it inspire change or humiliate them? In public no less.
The whole thing wasn’t well thought out or executed. Weight Watchers needs to pay more attention to their international brand.
It would work better if this was an ad for some shock absorber, right?
My initial thought would also be that something is wrong with the bus.
I agree that there ways to get someone’s attention without ridiculing them, of course.
My point was that almost every weight-loss message could be interpreted as making fun.
I also agree that his bus thing sucks. Seems like Weight Watcher’s should be making people feel like they’ll find sympathetic help.
Most people will be humiliated by this. Some people will never make a change until they’re tired of feeling humiliated about something they can control. I’m not saying it’s a good idea to create advertising based on this, but it’s true.
Funny pic but the message is definitely wrong.
good comments so far – almost nothing to ad, just although I am right now in amsterdam, I haven`t seen any bus like tzat yet. And when I saw the ad here, I laughed – just a little.
by the way: the google ad down here just says:
5 TIPS to ger a FLAT Stomach! -> thats sooo unfair
Done before by a junior team! http://www.jongehonden.nl/index2.php?page=view_profiel&show=showcase&id=1042&case_id=1112&showcase
bad ad is all I can say.
J’adore ce bus ! il love it :p
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