Saatchi & Saatchi London launched a campaign for Weight Watchers to ring in the new year with a refreshed brand image, following W+K Portland’s debut for the brand stateside in November.
The fully integrated campaign, entitled “Here to Help,” positions the brand as aiding individuals with a hectic lifestyle to lose weight with a range of approaches. At the center of the campaign are three 30-second broadcasts spots directed by Clay Weiner — “Losing Weight for Parents,” “Weight Loss For Busy People,” and “Helping Men Lose Weight.” Each spot dramatizes hectic lifestyles while showing that Weight Watchers, and the myriad plans they have for weight loss, is “Here to Help.” In “Losing Weight for Parents” that means a plan for “healthy dinners in flash,” those who “crave meat,” dessert enthusiasts, and those whose “kitchen is like a playground.” All the ads use pacing and sound design to build a sense of unease before ending on a calm note.
“I recorded a lot of foley for the spot – everything from pasta hitting metal and magazines being thrown to paper being flipped,” said Grand Central’s Ben Leeves, who handled the sound design. “Getting the music right was key. We’ve taken a lovely classical piano track that bounced along and reflected the unsettling atmosphere leading up to the point of calm, right at the end. It was an absolute pleasure working with Darapen, Gemma, and Mark (the team at Saatchi & Saatchi) and I’m delighted to have been involved in this project.”
Agency Saatchi & Saatchi London
Agency Producer: Darapen Vongsa-nga
Creatives: Mark Slack & Gemma Phillips
Director: Clay Weiner
Film Production Company: Biscuit Filmworks
Sound Design & Mix: Ben Leeves