Weight loss app Noom's first ad highlights its psychology-based approach.
Following one user’s weight loss journey, the spot shows how people can adopt healthy habits without cutting out their favourite foods. An animated cheesecake and cavalcade of cupcakes fly through the air as Kate discusses the app, which apparently "easily fits around work and the kids".
Another TV ad, starring Steve (a so-called "Noomer") is set to launch later this month. The work was directed by Man vs Machine through Friend.