Let me start by saying I am in no way against Weight Watchers and their programs. Quite a few people in my life have used Weight Watchers to help them lose weight. They seem extremely happy with their results and I have yet to hear a testimony from someone saying it didn’t work for them. A program that features a points system with rewards and “extra points” for working out has had tremendous success with all kinds of people…including Academy and Grammy award-winning artist, Jennifer Hudson.
If you aren’t familiar with Jennifer’s relationship with Weight Watchers and her wonderful commercials, here’s her first one:
*For the rest of this post, Weight Watchers = WW*
No harm, no foul, right? Just Jennifer, telling the world that before WW she felt limited and now she has something she can stick to that’s helping her lose weight. Great! We love it Jennifer! And I’m pretty sure WW target market (folks who probably have tried everything and are really looking for something that works) was convinced that if Jenn could do it, so could they. Awesome.
Then, as Jennifer lost more weight and was feeling even more confident, she made another commercial. A little slimmer, more confident and singing a slight remake to “Feeling Good” which is also sung by Nina Simone (with a few other variations of course). You can see that one here.
Ok. Nice. She’s lost more weight and she’s happy and flyin high. I don’t remember her first commercial being played as much as this second one. I mean, on every network, every commercial break, Jennifer was flyin high, feeling good and loving WW “Points Plus” program because for her, it works. Now, I’m no marketing or advertisement expert at all but there has to be some kind of limit to how much you can saturate your market with the SAME commercial, song, singer, words and message. I wish I could’ve saved and favorited every tweet I saw that expressed the pure disgust of how many times they’d seen that ad and didn’t want the birds to be flying high anymore. It was hilarious. And then, (at least to me) the commercials disappeared and we saw more “regular” folks doing WW testimonials.
What. In. The. Hell? What was Weight Watchers thinking when they decided to let even the IDEA of this commercial leave the drawing board? It is HORRIBLE! Terribly produced and just tacky! She’s singing with and to herself (which sounds very flat) and at this point it’s just ridiculous. How is this going to convince people to believe in themselves OR in WW? I am truly happy for Jennifer. And she seems happy herself, which is great. But I’m sure WW target market needs something else. And the reaction I’ve seen from folks I’m following on Twitter and friends with on Facebook is all the same. Consensus: This commercial is terrible and WW needs to stop. I get the idea – Jennifer is talking (singing) to her former self that she believes in her and that she’s strong enough to lose weight and feel great. But it could’ve been executed differently. It’s not even cute or clever. It’s too much.
I’ll speak for myself because I know everyone isn’t a fan, but I do love Jennifer’s singing and her voice is amazing. But after all these commercials, I don’t even want to buy another album or hear her on the radio. Over-saturation is real and in this case, we are all drowning victims.
At this point I’m, quite frankly, sick of Jennifer. It seems that WW has run out of ideas on how to keep her and her journey relevant. The reaction isnt: “Oh yay! Another Jennifer Hudson WW commercial! I’m so happy for Jennifer and I want to be just like her, so I’m going to sign up.” The reaction is: “That’s enough! We get it! Now stop! Just QUIT!”
I think people are more inspired by real, true life success stories. The WW commercials featuring real folks who’ve been through the program seems more genuine to me. People need to know that it works and need to be convinced it can work for them too.
Am I over-reacting? What do you think about this new WW commercial?