WEIGHT WATCHERS
Momentum TV Test
In the summer of 2008, we presented numerous ideas for the launch of Weight Watchers' newest product in years, The Momentum Program. Many of our ideas made it to focus groups, but one idea in particular was our favorite. We called it "Ball & Line"; the spots would feature a large ball gaining momentum as it moved down a line, getting smaller and smaller throughout the spot.
Here's the test spot that made it through the third and final round of testing. Sure, it met with a brutal blow of death after, but we still have a lot of heart for our little ball & line.
Art director: Virginia Sin
(Despite our TV spots being killed, we did produce an plethora of print, radio and banner ads for the campaign that began in December 2008, and TV re-edits in the spring.)