Part of the event
“If you’re happy and you know it, eat a snack,” is the background track to the latest humorous advertising campaign developed by Wieden+Kennedy Portland for Weight Watchers. Adapting the lyrics of the popular repetitive children’s song, the TV ad takes a more realistic approach by recognising the difficulty in losing weight for many people.
For the 60-second commercial, the renowned advertising agency wanted to convey Weight Watchers’ philosophy that changing people's relationship to the food they eat could be the solution to their weight problems.
Titled Help with the Hard Part, the campaign explores people's everyday eating habits and the tendency to eat out of boredom, sadness, tiredness or stress. The ad shows people in all of these situations eating when they feel emotional, positioning Weight Watchers as a source of emotional support and an educational guide to healthy living.