Weight Watchers' Australian Spot Doesn't Mention Calories Once

Emotive Ad By BMF Appeals To Viewers' Incredible-Ness

Published on Jan 08, 2014

Editor's Pick

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.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


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

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.