New Jenny Craig Campaign Pits Oprah Against… Kirstie Alley?

By Patrick Coffee Comment

kirstie bullshit

Now that Weight Watchers has become the biggest Oprah-endorsed brand not named Tyler Perry, Jenny Craig had to make a counter-punch, and they give us…Kirstie Alley on the Cheers set. Because it’s still 1987 somewhere, somehow?

As you probably know, this campaign is only the latest stage in the relationship between Alley and Craig, which the company rekindled one year ago after its new owners at North Castle Partners asked the Denver-based “Health and Happiness advertising agency” LRXD to “help them reinvent the brand.

We are slightly surprised that Jenny Craig convinced Cliff and Norm to do this, but it’s not like they had anything else going on.

The 50 pounds mentioned would appear to be the same 50 pounds that Alley lost before signing her contract more than a year ago. No visible alterations to that press image, either!

Company CEO and president Monty Sharma says, “We continue to stand apart in a competitive landscape by staying true to the supportive, personalized experience we offer our members and removing the worry that comes with having to count, track and measure food.”

So if you only eat their food then you don’t have to worry about how much food you’re eating. Makes sense.

Beyond the Alley ad, Jenny Craig will continue running its version of the inspirational biopic. Kind of cool to see a middle-aged man doing this.

Now compare that work to the first Oprah spot for Jenny Craig’s main competitor. It’s like they’re promoting the same product in the same way!

Ms. Alley’s day job still involves serving as supermarket tabloid fodder for people old enough to remember when Ted Danson’s hair was real. [Ed. note: Ted Danson’s hair was never real.]

Many seem to doubt her sanity, but for some reason she remains a feasible corporate spokesperson.

OK but, were this ideal and completely nonsensical scenario to occur, would we still be legally required to vaccinate our children?!

We liked W+K’s work for Weight Watchers. But considering this campaign and the new Oprah-led WW push, we wonder why the brand went with an agency renowned for its creative work in the first place.

Finally, Kirstie Alley also appears to be psychic, because this is the first time we’ve ever mentioned her on the blog.

kirstie alley BLOCKED

Credits

AGENCY:  LRXD Denver
CLIENT: Jenny Craig
CHIEF CREATIVE OFFICER: Kelly Reedy (CEO) & Eric Kiker (CSO)
ASSOCIATE CREATIVE DIRECTOR(s): Mandy Stevens
INTEGRATED PRODUCER: Kristen Del Calzo
PRODUCTION COMPANY & CITY: Humble TV
DIRECTOR: Rudi Schwab
EXECUTIVE PRODUCER (PRODUCTION CO): Eric Berkowitz, Persis Koch, Shannon Lords
HEAD OF PRODUCTION: Chris Spanos (LA)
LINE PRODUCER: Dana Discordia
PRODUCTION SUPERVISOR: Dana Eudaily
DIRECTOR OF PHOTOGRAPHY: Pascal Lebegue
POST PRODUCTION & CITY: Humble TV, Los Angeles
EDITORIAL COMPANY & CITY: Idolum, Denver
EDITOR: Robin Schmachtenberger
MUSIC COMPANY & CITY: Audio Network and APM
EXECUTIVE INTEGRATED MUSIC PRODUCER: Kristen Del Calzo
SOUND DESIGN COMPANY & CITY: Rocky Mountain Recorders, Denver
DIRECTOR OF CLIENT SERVICES: Blakely Strickland
ACCOUNT DIRECTOR: Megan Gonzalez
BUSINESS AFFAIRS: Talent Direct

Advertisement
Advertisement