NEW YORK, Dec. 19, 2012 /PRNewswire/ -- After 50 years of success, we know one thing for sure: We're only human and success does not have to be synonymous with perfection. That's why the cornerstone of the Weight Watchers International, Inc. (NYSE: WTW) 2013 "Expect Amazing" campaign focuses on a simple, singular promise: When a weight loss program is built for human nature, you can expect amazing.
"Expect Amazing" means more than just losing weight; it's expecting more of yourself than you ever thought possible, more of Weight Watchers than ever before, and amazing new solutions to help you lose weight while living a real life. The recently unveiled Weight Watchers 360° program paves the way by helping members in their everyday lives by managing their food environments and learning to establish daily routines that can become lifelong healthy habits.
As the world's leading provider of weight management services celebrates its 50th anniversary, the "Expect Amazing" campaign debuts inspiring advertising featuring a powerful combination of celebrity ambassadors Jessica Simpson and Jennifer Hudson along with fellow Weight Watchers members and Online subscribers from around the country. By sharing their individual journeys – from what motivated them to get started and surprises along the way to personal struggles and amazing results – viewers will identify with the relatable stories and recognize that success is a realistic outcome, knowing it's only human for the road to have a few bumps along the way.
"For anyone who has been disappointed by a diet in the past, we want you to 'Expect Amazing' in 2013," said Cheryl Callan, Senior Vice President of Marketing, Weight Watchers. "We've been helping people change their lives for 50 years and we know amazing is possible. Weight Watchers is here with a new approach to help make that life-changing dream a reality."
Simpson Feeling On Top of the World
Ads featuring a positive and healthy Jessica Simpson – who shed more than 50 pounds on the program after giving birth to daughter Maxwell – begin airing December 25. The commercials offers a unique and personal view into how Jessica's outlook on weight loss has changed and reveals an encouraging account of her new reality: Free to be herself – human, not perfect – yet completely in control of her choices and her success. One ad captures Simpson driving a pick-up truck on the open road, feeling great and embodying the new song debuting in the "Expect Amazing" campaign, "10 Ft. Tall" sung by V V Brown, with inspirational lyrics about "feeling on top of the world."
Hudson Admits She Loves Carbs and Continues to Enjoy Them
Also on December 25, a new ad featuring Jennifer Hudson – who knows first-hand the benefits of the Weight Watchers program – offers a true sense of how she has managed to stay successful in this "extra large, extra cheese" world. Deprivation is not a factor with a program "built for human nature" like Weight Watchers 360° so it was only fitting that the shoot take place in a pizzeria, where Jennifer could smell, see and, of course, enjoy her favorite pizza.
Jennifer and Jessica Together for the First Time
Hudson and Simpson met when they shot their first joint Weight Watchers ad, which will premiere on January 3. In the ad, Hudson and Simpson candidly reveal their personal lifelong weight struggles. While Hudson figured she was "just born that way," Simpson confesses she "was always on some new life-stopping diet." Now, after achieving incredible weight loss successes with Weight Watchers, they confess what truly stands out about the program: Weight Watchers allows all its members to be themselves – not perfect, just human. When Simpson proudly declares how amazing she feels, Hudson – who knows first-hand the staying power of the program's influence – confirms that she should "get used to it."
I'm Only Human and I Did It
Weight Watchers is also launching the "I'm Only Human and I Did It Project," a YouTube initiative dedicated to inspiring people who don't believe they have it within themselves to lose the weight and learn to keep it off. Members and subscribers, including Jessica Simpson and Jennifer Hudson, will share heartfelt and honest stories of their own journeys, including raw portrayals of their "Before" and their struggles, to spread the message that you don't have to be superhuman to be successful at losing weight. The goal is to inspire people at any stage of their weight loss journey to overcome self-doubt and believe they can do it, too.
Developed for Weight Watchers by McCann Erickson, the broader campaign includes print, broadcast and digital spots, which will appear in print, broadcast, and online outlets, including prominent placement during Dick Clark's New Year's Rockin' Eve with Ryan Seacrest on ABC.
Celebrate Amazing in Every Community
On January 12, Weight Watchers participating meeting locations will host "One Amazing Day" events for members and anyone seeking inspiration to jumpstart a New Year's resolution to lose weight and develop a healthier lifestyle. Attendees will hear the amazing transformation stories of local members in a live, open-mic format on a Celebration Stage. The events will not only highlight and celebrate the success of members, but will also be a moment to learn about Weight Watchers 360°.
Rounding out the 2013 promise to "Expect Amazing," Weight Watchers created the "Pic Your Amazing" Facebook app for people to celebrate their 2012 accomplishments and set goals and resolutions for an amazing year ahead. The Weight Watchers community will be sharing their hopes and goals on #ExpectAmazing throughout the New Year's Eve celebration, see them all at weightwatchers.com/expectamazing.
About Weight Watchers International, Inc.
Weight Watchers International, Inc. is the world's leading provider of weight management services, operating globally through a network of Company-owned and franchise operations. Weight Watchers holds over 45,000 meetings each week where members receive group support and learn about healthy eating patterns, behavior modification and physical activity. WeightWatchers.com provides innovative, subscription weight management products over the Internet and is the leading Internet-based weight management provider in the world. In addition, Weight Watchers offers a wide range of products, publications and programs for those interested in weight loss and weight control.
SOURCE Weight Watchers International, Inc.