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Posts Tagged ‘Connery Obeng’

W+K Portland Launches First Work for Weight Watchers

W+K Portland has launched a new campaign for Weight Watchers, its first for the brand since winning creative duties back in April.

In a new 60-second spot, W+K drops the celebrity-driven approach taken by previous agency McCann (whose latest work featured Jessica Simpson), instead going for a universal theme of “eating your feelings.” The ad, entitled “If You’re Happy…” is set to an adaption of the popular children’s song “If You’re Happy And You Know It” by Tony Babino. “If you’re happy and you know it, eat a snack,” he sings at the beginning of the spot over shots of people happily enjoying ice cream, burgers and cake. Around 15 seconds in the tune changes to “If you’re sad…” and later on to such feelings as “bored,” “lonely” and “sleepy” before finally ending with “If you’re human and you know it, eat your feelings, eat a snack” and ending with the tagline, “Help with the hard part” before finally showing the Weight Watchers logo.

It’s an interesting tactic, tapping into the insight that people associate eating with all types of emotions rather than relying on a celebrity endorsement, which seems to be the standard for the category. W+K seems to be banking on the empathy and relatability of the message being more persuasive than association with celebrity.

According to The New York Times, the ad will “be introduced broadly on Sunday” with an emphasis on “programming apt to draw multiple members of a household” like “the midseason finale of The Walking Dead on AMC on Sunday and the season finale of The Voice on NBC on Dec. 15.” The ad will also “appear widely in cinemas,” which Lesya Lysyj, president of Weight Watchers in North America, told The New York Times “…is great because you’re sitting there with your huge thing of popcorn.”

“We’ve never actually said that weight loss is easy, but when you use celebrities and show before-and-after photos, what you’re doing is kind of implying that it is easy,” she added, explaining the move away from celebrity endorsements. Read more

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Copywriting: Creative Ad Writing

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W+K Presents the User-Generated Content Version of Coke’s ‘AHH Effect’

As the season finale of any major show approaches, advertising agencies and brands gather together around their chai teas, complicated brownies and erasable markers to determine how they can collectively take advantage of the ratings spike to come.

Coca-Cola figured out a way to win during the season finale of ‘American Idol’: user-generated contact.

Of course, the brand needed the help of Wieden+Kennedy to pull it off.

The video, which will premiere during tonight’s finale, was the result of a contest that began months ago under the “AHH” umbrella of ingenuity. Consumers created each clip, and editors completed the final cut of 40 AHHs by drawing from a group of more than 400 submissions from around the world.

While the “AHH Effect” campaign has been airing on VH1, MTV, and other channels broadcasting everything but music, this spot marked its network debut.

Credits after the jump.

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W+K Kickstarts Dodge Dart

W+K’s line of Dodge ads appeals to consumers with a distinct voice that separates the brand from most  auto manufacturers hawking new models. By now, we all know the recipe: frenetic cuts, clean white text, VO that tries too hard to be cool, and the loop from “No Church in the Wild.” The commercials run so often,  you almost forget that the song used to belong to Jay, Ye, and Frank Ocean. I doubt any of them drive Dodge Darts.

But for those of us who want to drive Dodge Darts, the latest spot, titled “How to Change Buying Cars Forever,” details a clever crowdfunding pitch meant to make new cars a little more affordable. Interested buyers can design their own Dart online and set a funding goal for family and friends who want to purchase individual parts as gifts. Mom and Dad get the steering wheel, your brother covers the leather seats, etc.

And if you’re getting married, the Dodge Dart Registry throws a nice wrench in the department store marital registry monopoly. Nobody wants a new toaster. Credits after the jump.

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