What a guilt trip… Three minute, 15m Weight Watchers ad on New Year”s Day will help you keep your resolution
For television viewers on New Year’s Day it will be hard to miss and, judging by the length of it, difficult to forget as well.
Weight Watchers is to broadcast one of the longest adverts on British television on nearly every commercial channel, including ITV1 and Channel 4, between 6.30pm and 7pm on January 1.
At three minutes and ten seconds long, the advert is also a music video, fronted by Strictly Come Dancing judge Alesha Dixon.
Campaign: Weight Watchers” three-minute advert, fronted by Alesha Dixon, will air on New Year”s Day
The cost of the campaign for New Year’s Day is about 15million, including the making and airing of the advert.
The song that the music video accompanies will be simultaneously released with the ambition of taking it to the top of the singles chart.
Written by Miss Dixon, it is performed by the Strictly judge and a group of 180 women – and a few men – who have never performed before, let alone appeared in a TV ad.
The group are all Weight Watchers members who have lost 422 stone between them.
In recent years there have been a number of high-profile campaigns by companies such as Honda, McCain and the Co-operative Group, which have taken up most or all of an advertising break.
But the scale of the Weight Watchers promotion is one of the most ambitious ever on British TV, as it covers so many channels at about the same time.
After January 1, it will be trimmed back to 20- or 10-second slots featuring case studies of women in the commercial.
The people appearing in the ad were selected out of hundreds of Weight Watchers members who applied
In the ad, Miss Dixon, 33, and the group are seen singing Do It Our Way (Play) as they get ready for a night out before parading down a cobbled street.
It was shot in one of London’s busiest shopping areas just off Oxford Street – which was cleared for the occasion – and involved a crew of more than 100.
Kate Stanners of the agency Saatchi & Saatchi, who dreamed up the ad, said it had been challenging not using ‘seasoned professionals’, but the Weight Watchers stars had been on ‘an incredible journey’ and this was their moment to ‘shout their success from the rooftops’.
Miss Dixon has never struggled with her weight, but decided to get involved in the project because Weight Watchers helped one of her best friends.
The company launched its ProPoints weight-loss plan last year and in just 12 months its one million members in the UK have lost more than 11million pounds between them.
Thrilled: The ad is a unique opportunity for those selected to appear in the epic campaign
Behind the scenes: This street in central London was shut down for a day during the filming