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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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