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 new work for Medifast.
The national campaign features people having a "conversation" with themselves -- pre and post weight loss. At the beginning, the conceit that the protagonists are speaking to themselves is made clear, but the emotional performances are what really get to you -- probably because they're so realistic. 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.