Weight Watchers believe that losing weight is more complicated than simply eating fewer calories than you burn. We're human; life doesn't always permit such simple calculations. In a category stuffed with confusion and false hope, Wieden+Kennedy Portland helped Weight Watchers tell the truth in their new integrated campaign Help with the Hard Part. WW acknowledge the hardships of living with food across three wonderfully written TV spots. The first sees children's song If You're Happy and You Know It become an ode to eating our emotions. The second spot is the personal story of one woman and her butt, which promotes not just WW's weight-loss plans but also their support systems for the mind. In the third spot, Breaking Bad's Aaron Paul draws from the semantic field of drugs and dealing to tempt us with unhealthy foods before WW urge us to take back control.
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