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Leo Burnett, Special K Trim ‘Fat Talk’ for Women

One of the opening frames in Leo Burnett’s “Fat Talk” spot for Special K tells the viewer that 93% of women engage in fat talk, a form of passive-aggressive self-shaming. Because of Facebook and Twitter, I’m surprised that number isn’t seven percentage points higher.

But during the two-minute spot, women in a nondescript clothing store are forced to confront their own insecurities. Placards of fat talk tweets are posted around the store, and the women realize the self-degradation is bad and start hugging each other. This ad is not a comedy. Instead, it comes off as an incredibly preachy after-school special for adult women. Tackling fat talk is a compelling psychological start for a commercial, but as with a lot of good ideas, the execution winds up muddled into something so safe and vanilla that it’s hard to remember what brand is advertising in the first place. Credits after the jump.

Mylene Pollock: EVP, Executive Creative Director, Leo Burnett

Pippa White: Art Director/Associate Creative Director, Leo Burnett

Kitty Schulz: Writer/Associate Creative Director, Leo Burnett

Producer: Alethya Luiselli, Leo Burnett

VP, Account Director: Jason Kim, Leo Burnett

Account Director: Stephanie Vaky, Leo Burnett

Account Supervisor: Colleen Vail, Leo Burnett

Account Supervisor: Richard Henderson, Leo Burnett

Editorial: Glorily Velez, Whitehouse, Chicago

Audio: Katy Mindelman, Particle, Chicago

Post Production: The Mill, Chicago

Production Company: O Positive

Director: Peyton Wilson

EP: Ralph Laucella

Line Producer: Carol Haak

DP: Jac Fitzgerald

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