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Special K believes positivity is key to weight management success. So, it's taking aim at its opposite—"fat talk," or the negative things some women say about their bodies and others. The Kellogg's brand says 93 percent of women fat talk, "and it's weighing women down." Now, ahead of the New Year slim-down season, Special K and Leo Burnett have launched a whole "Fight Fat Talk" campaign, with social, video and other efforts aimed at getting women to talk more positively about themselves.
The two-minute spot below, directed by O Positive's Peyton Wilson, has a pretty aggressive strategy for dealing with fat talk: It ambushes women with it while they're shopping for clothes (a prime occasion for fat talk).
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