Weight Watchers 'Help with the Hard Part' by W+K

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A scene from "If You're Happy ..."
A scene from "If You're Happy ..."

Weight Watchers rings in the holiday season by helping people manage their weight

With all the tempations of the holiday season ahead, Weight Watchers is releasing a timely ad campaign that acknowledges the truth that losing weight isn't easy, simple or fun. By taking an honest approach, Weight Watchers wants to shift the focus from guilt and shame to a hopeful message that it's possible for people to manage their weight.

The new campaign, "Help With the Hard Part," was created by Wieden+Kennedy Portland and launches with "If You’re Happy …," a 60-second spot that will appear in movie theaters beginning Nov. 28 and on national television beginning Nov. 30.

To the tune of "If You're Happy and You Know It," the spot illustrates one of the hard parts of losing weight: Our complex and emotional relationship with food.

Campaign credits

Client: Weight Watchers
Agency: W+K Portland
Creative directors: Michael Tabtabai, Jason Kreher
Copywriter: Brooke Barker
Art director: Robbie Rane
Senior agency producer: Jennie Lindstrom
Interactive strategy: Jen Goldberg
Strategic planning: Rebecca Stambanis
Media/comms planning: Kelsey Bozanich, Lisa Christy
Account team: Brett Corrick, Kyleen Caley, Hanna Nesper Newell, Nick Larkin
Business affairs: Connery Obeng
Project management: Chenney Gruber, Andrea Nelsen
Executive creative directors: Joe Staples, Mark Fitzloff
Head of production: Ben Grylewicz
Production company: Epoch Films
Director: Martin De Thurah
Executive producer: Melissa Culligan
Line producer: Michaela Johnson
Director of photography: Alwin Kuchler
Editorial company: Exile
Editor: Kirk Baxter
Assistant editor: Will Butler
Post producer: Toby Louie
Post executive producer: Carol Lynn Weaver
Telecine company: The Mill
Executive color producer: Dee Allen
Producer: Heath Raymond
Colorist: Fergus McCall
VFX company: The Mill
VFX executive producer: Sue Troyan
VFX producer: Dan Roberts
Production coordinator: Benjamin Sposato
2D lead artist: John Shirley
2D artist: Robert Murdock
Matte painter: Rasha Shalaby
Music company: Tonefarmer
Arranger: Jared Hunter
Singer: Tony Babino
Executive producer: Tiffany Senft
Producer: Liz Higgins
Sound design company: Stimmung
Sound designer: Gus Koven
Sound design assistant: William Flynn
Executive producer: Ceinwyn Clark
Mix company: Lime
Mixer: Rohan Young
Assistant mixer: Jeff Malen
Producer: Susie Boyajan

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