Weight Watchers for men; actually more fun than beer
The average guy with a few kilos to lose has no time for celebrity-endorsed weight–loss programs, according to Weight Watchers in the United States.
But he sure loves a good beer and a bit of joke at the expense of his mates, according to their new online advertising campaign (you can watch it in the video above).
You can tell a Weight Watchers “kind of guy” by one of three possible outfits.
Buttoned-down shirt guy who’s calculated the calorie difference between light and dark beer, round-necked-sweater guy who’s trimmed the fat off his BBQ pork chops,and t-shirt guy (whose name is Erik, by the way) who brazenly points out how much better he’ll look when compared to his chubbier mates:
“Hey, I might be the one on the diet but I’m also looking a lot better than you right now,” he says to the camera.
Not being a man I can’t vouch for how successful this new campaign will be, but as a woman and therefore the target of thousands of similar campaigns, it’s fascinating to observe the differences.
For example, one sure-fire way to ensure a female weight loss program advertisement is an instant flop would be to include a woman pointing out her friend’s weight gain in the manner of t-shirt guy.
Modesty and discretion are imperative, and most women find it very hard to accept a compliment, even after post-diet success. There’s a reason why the final image in most of the female versions of these ads are of the woman’s partner giving her the silent nod of approval as she steps out of the car on a date, or walks past in a red mini-skirt Special K-style.
Another way would be to make them dopey, co-dependent or just kind of bogan, like the three guys in the Weight Watchers ad - because the stars of female weight loss ads are positive, focused and successful.
They’re also always independent - running a busy household and career or juggling both. Nobody’s made them go on the diet and they’re determined to change their life on their own terms.
Alcohol is rarely mentioned. While all three men in this ad grieve the regular round of weekend beers, it’s the extra slice of chocolate cake or the packet chips smuggled in while cooking dinner that’s the cliché bugbear of female dieters on TV.
So are there any advantages to this kind of ad? And can anything really be gained from this lingering sense of “taking the piss” kind of joviality? Well, yes, and it’s a healthier approach to body image for a start.
Snubbing perfectly-honed celebrity perfection, à la Hugh Jackman in Wolverine, in favour of looking a bit better than your un-fit best mate in his boardies actually sets a pretty realistic benchmark for good health.
Compare this with women who remain largely unable to reject the pressure to live up to someone else’s vision of female perfection and wear themselves out in the process. Check out this female-oriented Weight Watchers ad featuring Jennifer Hudson.
Plus, if a program can help you take yourself less seriously and share the pain with your mates along the way, then it’s bound to be a hundred times more fun than slogging it out alone.