Fresh off our America's 50 Most Powerful People in Food for 2012 list, Weight Watchers is making headlines for its unique campaign in France.
While Americans take a cue to shed a few pounds from shows like The Biggest Loser and celebrity endorsers such as Jennifer Hudson and Kirstie Alley, the French have a different idea of motivation.
The new Weight Watchers campaign in France entails little more than a few close-ups of bold color-lacquered lips munching on a random variety of foods. They covered all the bases, with foods like wriggling fish, a chicken drumstick, french fries, a lollipop, and even a substantial amount of lettuce. Because, that’s what we’re really missing when dieting, lettuce — right?
Their message is undoubtedly suggestive, and seems to suggest that you can eat anything you want while on the Weight Watchers program. The never-failing emotional connect that is usually tied to U.S. dieting commercials is nonexistent in this campaign. However, maybe it works for the French. It definitely screams empowerment, a hint of rebellion to the modern notion of diets everywhere. Watch below.
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