Weight Watchers 'Do It Our Way' by Saatchi & Saatchi

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Saatchi & Saatchi has created its first campaign for Weight Watchers UK since winning the account in August 2011.

The £28 million integrated campaign, which is Weight Watchers’ biggest ever, launched with a three-minute TV ad on 1 January.

The brand signed Alesha Dixon to create a pop song inspired by the weight-loss success of WeightWatchers members, some of whom star in the ad. It also features Dixon performing the song, entitled Do It Our Way (Play), which runs for the duration of the three-minute spot.

The campaign launches a "play" brand proposition for WeightWatchers, with the strapline: "Weight Watchers, the game you play to lose weight."


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Released: 03 January 2012

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VP marketing
Executive creative director
Copywriter
Art director
Producer
Media buying agency
Media planner

Private View about this creative

Private View: Russell Ramsey and Moray MacLennan

Private View: Russell Ramsey and Moray MacLennan

With work from Harvey Nichols, Aviva, ASICS, British Airways, Weight Watchers and the British Heart Foundation.

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