What is it with great health-related ads out of Minnesota? First we had this touching campaign for Blue Cross/Blue Shield out of Mono, and now, agency Solve gives weight-loss a fresh look with this emotional work for Medifast.
The national campaign features people having a "conversation" with themselves -- pre and post weight loss. At the beginning, the conceit is made clear, that the protagonists are speaking to themselves, but the emotional performances are what really get to you. Getting rid of the boring, overdone "before and after" pictures and bringing in a real story means the campaign goes beyond just the physical benefits of weight loss, and to a deeper, more emotional level. To see how they did it (no CG!) check out the making of video here.