The Hard Sell: Weight Watchers
'The M to the I to the Misteeq flavour is now available with less than 3% fat'
Weight Watchers
We've made a good dent in January and are slowly becoming immune to the constant nag of weight-loss adverts. This year, Weight Watchers have thrown their hat into the ring with a 15 million-pound, a 3 minutes and 10 seconds juggernaut. And a celebrity endorsement no less – the M to the I to the Misteeq flavour is now available with less than 3% fat. The publicity drive centres around a new Alesha Dixon track and includes groundbreaking life-cliches such as "Throw out the rules/Live for today". Of course, our ever-gracious national treasure hasn't hogged the limelight. She's allowed 180 "real women" (and the occasional confused-looking man) to run riot all over her video in a strange lip-synching extravaganza.
On their website, each Weight Watcher is summed up in one slightly obscure word. Amee is "Confidence", Heather is "Relationships". Trouble is, one look at Alesha and it's hard to imagine she has ever struggled with any of these things. She heads her triumphant lady parade like a fortune cookie urging you to "keep on keeping on" – each flash of her beautiful almond eyes driving another nail into the coffin of the lavish campaign. Following abuse on Twitter and requests for her personal weight-loss story, she's gone retro 80s with a Bernard Manning-style excuse – no, she's never actually struggled with her weight but apparently some of her best friends were fat. So, so, so scandalous.
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