Weight Watchers' Australian Spot Doesn't Mention Calories Once

Emotive Ad By BMF Appeals To Viewers' Incredible-Ness

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All over the world, weight loss programs are using January to recruit new participants. But this Australian ad for Weight Watchers doesn't mention weight loss, low fat or calories once. Instead, it reminds people how "incredible" they've been throughout their lives --- whether it's dealing with school, divorce, a first kiss or any other challenge. The end line urges us to "awaken your incredible." The emotive spot is by BMF, and directed by Mark Malloy through Exit Films.
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About

Credits
Date
Jan 08, 2014
Agency:
BMF
Art Director:
Alex Booker
Client:
Weight Watchers
Copywriter:
Phil Sicklinger
Creative Director:
Justin Ruben
Creative Founder:
Warren Brown
Agency Producer:
Jenny Lee-Archer
Managing Partner:
Stephen McArdle
Director:
Mark Malloy
Production Company:
Exit Films
Producer:
Susie Cole
Executive Producer:
Corey Esse
DOP:
Jeremy Rouse
Editor:
Rohan Zemna @The Butchery
Post:
The Refinery
Original Music:
Cornel Wilczek
Original Music:
Electric Dreams
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