After seeing gains in membership among men, Weight Watchers is making a concerted effort to reach the obese bro-dude in your life. But where Nutrisystem and Jenny Craig have spokesmen like Dan Marino, Don Shula and Jason Alexander to pitch to guys, Weight Watchers takes the more traditional approach by showing ordinary guys—in other words, overconfident, abrasive morons who like beer and meat in large quantities and don't want to be made fun of for dieting. This is partly due to advice from She Loses, He Loses author Karen Miller-Kovach, who says men "tend to be top-down thinkers" who aren't interested in the details of their weight-loss plan. (Actually, they're not interested in the details of anything outside of box scores.) Also, there's competition from Nutrisystem's "man-food" category. Check out one of new Weight Watchers spots, from McCann Erickson, below. Kudos for all involved for attempting the impossible—getting men to diet.