You might expect Weightwatchers to be one of the first brands to launch a major new campaign in early January, but you wouldn't necessarily expect this. Over 180 real life weight-watchers feature in this spot by Saatchi & Saatchi, lip-synching to 'Do it our way (Play)' by Alesha Dixon. The song was written by Strictly Come Dancing judge Dixon specifically for the campaign, with lyrics based on the experiences of the women who star in it. The TV ad - one of the longest ever to run on British TV - has an interesting interactive element - when you watch it online at playweightwatchers.co.uk you can click on real people featured in the video to get their back story and testimonials. There's also a behind-the-scenes video, plus background about the song, Dixon's involvement and the wider campaign on the site.