• Loading…

Help With The Hard Part

Award: Graphite Pencil

Graphite Pencil / Film Advertising / TV Commercial Campaigns / 2015

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.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again