In Brief

The new campaign stars 180 real members to celebrate the positive side of losing weight.

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.

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