Weight Watchers UK has launched a new ad campaign to promote getting in shape for the new year. The £28 million ‘Play Weight Watchers’ campaign includes a 3-minute commercial featuring 180 real members lip-syncing to the song ‘Do it our way’ by Alisha Dixon. Dixon, who is a judge on Britain’s Got Talent, also stars in the commercial.
When the user views the video on Weight Watchers’ interactive website, profiles of the people that appear in the ad pop up on the side. The user can click on the different profiles to find out what losing weight means to them.
The Play campaign was created by ad agency Saatchi & Saatchi and is the biggest one yet for Weight Watchers. Richard Huntington, Director of Strategy at Saatchi & Saatchi commented that:
Our objective in relaunching the Weight Watchers brand is to make it feel more relevant and inviting to millions of men and women across Britain who want to lose weight. The new brand idea, ‘Play Weight Watches,’ celebrates the joy of weight loss and their belief that it is a serious business but doesn’t need to be a miserable one.