Are Women's Demons that Boring?

No one's been talking about the '08 Weight Watchers campaign - except my friend Heather and I. And she works at McCann.

Is it good? Is it interesting? Or it is just shot and cast well enough so that first-tier suburban women under 50 can relate?

I kinda forgot about it until I saw a new restaurant execution (unfindable) and then watched BBDO's New Balance work.

As an unrepentant one-time WWer and a intermittent runner, I got thinking about what's lacking in both.

WW - In a quest for empathy, it flirts at truth and settles for the giant, lecturing lie. Of course it's a diet. The huge opportunity was to go naked on what sucks about the food/body thing with intelligence, wit, honesty or some of the above.

Anyone who's done WW knows it does work, it is a diet,and it's a matter of points algebra and good old fashioned portion control. The unspoken truth of WW - you have your booze, the occasional nacho and still be on the diet. If that's not pro-women, what is.

Then there's NB. Another passion/guilt category.



Anthem of the rip-it-and-pitch it school, and nicely done at that.

But... so what? In a spot all about tension there isn't any. Running is usually best when you just finished doing it, even on a great day. And I like it.

In both cases, the strategy shouted down a huge opportunity.

But, speaking of honesty I would be far from ashamed to have done either. Would love a crack at round 2, though.

No adcritic haters here.