Wednesday, April 02, 2008
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.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment