Oprah, Kate Hudson headline WW's first global campaign since the end of Weight Watchers
Anomaly mixes in the stories of average customers in a punchy, exuberant anthem
Jan 04, 2019
Following its rebrand from Weight Watchers in September, wellness brand WW is out with its first global marketing campaign, a star-studded affair that includes WW ambassadors Kate Hudson and British pop star Robbie Williams and WW investor and longtime spokeswoman Oprah Winfrey.
The anthem video “For Every Body,” directed by Max Malkin via Prettybird for Anomaly, features real WW customers engrossed in the new activities and passions they’ve discovered since improving their health. In keeping with the brand’s shift away from weight loss as its primary goal, only about half the vignettes include pounds lost, though some of the progress is impressive.
Celine lost 23 pounds and meditates, while Jordan dropped 49 ahead of his wedding. Matthias now loves to cook and Junaid plays the drums. The stories unfold in quick hits, backed by Lizzo’s brassy tune “Worship.” The same song plays during a video posted on Twitter of Williams sparring at a boxing gym.