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While American viewers are being subjected to Charles Barkley in Weight Watchers commercials, the French are getting something even weirder—an artful yet off-putting campaign from Fred & Farid featuring colorful, almost threatening close-ups of women's mouths.
The campaign is called "Treat Yourself Better," but it might as well be called "Dieting Dentata." The aggressive pop-art TV and print work all focuses relentlessly on glossy-lipped women biting into everything from lettuce and lollipops to chicken drumsticks and wriggly fish—an outpouring of defiance against the frustration of other diet plans in favor of one that apparently lets you eat pretty much anything you want.