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Screen Shot 2014-12-19 at 2.50.10 PMIn the ad agency world we tend to be overly critical of other agencies work. And I’m as quick as the next to offer a Monday morning breakdown. But the other night I saw a commercial and said to myself, “I wish we did that.” No cynicism. Just admiration. I shared it with others in the office, and they were equally impressed.
Why? Because it takes a tired, predictable category known for preying on our year’s-end self-loathing and turns it on its head. The strategy probably went something like this: “In today’s world, it is nearly impossible to avoid overeating – social gatherings, emotional attachments and unbound opportunity. We really, really, really, really understand. And when you are ready for help, we will be here.”
The result is a commercial that cuts through, entertains, connects and casts the brand as an empathetic hero. All in a fast sixty seconds. Well done. Here’s the link.

by Dwayne Fry Brand Futurist/Minister of Strategy/Department of Idealists