Weight Watchers 'World of Food' by Wieden+Kennedy Portland

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Weight Watchers sheds celebrity endorsements to gain customers through online one-on-one coaching in spot by Wieden+Kennedy Portland

Rising to a wave of competing diet gadgets and apps, Weight Watchers promotes that it has what a smartwatch doesn't: one-on-one support.

This spot from Wieden+Kennedy dramatizes the situation of a customer looking to shed a few holiday pounds who can turn to a coach for both personal strategy and support.

Instead of the celebrity appearances in years past, the new campaign focuses on Weight Watchers as a service — a direction set in late November with the "If You're Happy" TV spot, also by Wieden+Kennedy.