Weight loss can be one of the most deeply emotional subjects for people. Yet the category seems almost afraid of emotional advertising, preferring to go with bright, bubbly, breezy celebrity endorsements instead.

We've seen exceptions, like Medifast's memorable 2013 campaign. (Those ads, filmed over eight months, used some nifty editing to poignantly show heavier consumers talking to their future, slimmer selves.) Now, we get this inspirational campaign from ad agency BMF for Weight Watchers Australia, which is light years away from what the brand does in the U.S.

The theme is, "Awaken your incredible." And it's all about finding the person you are at your core, whom you might have lost track of over the years as you tackled all of life's other challenges. It's a simple idea, communicated effectively and movingly in the humble 60-second spot.

The message seems much more relatable than Jessica Simpson chattering on about how she loves her body. Dieting, after all, is about pursuing the ideal version of yourself, not someone famous—about reconnecting with yourself, not connecting with others.

The campaign also includes an interesting partnership with Getty Images, in which you answer some questions on a website, which then uses Getty photos to create short slideshows illustrating your "incredibleness." Reactive did the digital portion.

Via Adland.

CREDITS

Client: Weight Watchers

Creative: BMF

Communications Strategy: Naked

Digital: Reactive

Social Media and PR: One Green Bean

Media: OMD