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Weight loss can be one of the most deeply emotional subjects for people. Yet the category seems almost afraid of emotional advertising, preferring to go with bright, bubbly, breezy celebrity endorsements instead.
We've seen exceptions, like Medifast's memorable 2013 campaign. (Those ads, filmed over eight months, used some nifty editing to poignantly show heavier consumers talking to their future, slimmer selves.) Now, we get this inspirational campaign from ad agency BMF for Weight Watchers Australia, which is light years away from what the brand does in the U.S.