Twas the night before Christmas and what did I see?
The first commercial signaling the New Year to be.
I let out a giggle and then I just sighed.
Lets tighten our belts and enjoy the ride!
On Diets, On Treadmills, On Low-Carb, and Cheat Days
On Fat-Free, on South Beach, On Alli and the latest craze!
Although I didn’t actually write that until just now. I actually have no idea where that came from. It just came out.
On Christmas Eve I just giggled and sighed and thought “It’s On.”
I saw the first of what I knew would be an onslaught of diet and fitness marketing that occurs every year.
I was amused because I imagined a lot of people would take issue with a theme of the commercial. I haven’t heard a peep though.
I FINALLY found the spot online to share with you:
You can find joy in the scale.
I’m not getting my ED panties all up in a wedge over this. Not at all.
(I actually have this magnet on my fridge)
The fact is people CAN gain joy, freedom, and confidence as part of their weight loss journey. The fact is we DO have an obesity epidemic in this country and a national norm of compulsive eating.
Weight loss does not guarantee perfect health or happiness, it is not an answer to depression or insecurity. This commercial doesn’t promise that.
And some people? Well, we get sick and develop eating disorders. Maybe we start to believe the ONLY way to get joy is from the scale. Maybe it started as a diet. Maybe not.
But we don’t “catch” eating disorders from Special K commercials.
I give props to Special K for marketing weight loss using an appeal OTHER than aesthetics, swimsuits and skinny jeans.
Special K gets WAY under my skin with their commercials, so I’m actually surprised I’m Ok with this one. I mean…their models never EVER need to lose much weight. Or any.
I wish they had obese people jumping up and down in the commercial above, but obese people (apparently) only belong on reality TV. I guess. Whatever. It’s Fine.
It’s a normal-people world and we’re just living in it.
Does it send a WRONG message? Depends how you look at it.
Does it send a POSITIVE message? I think so, no matter how you look at it.
That is all.
Please weigh in. <—Pun Intended and Enjoyed Thoroughly.
I have not seen this particular commercial again but I have seen other spots from the campaign. These other spots kind of elaborate more on the theme of the campaign and I think they do much more in promoting a culture that embraces weight loss for it’s emotional and health benefits rather than the perfect number and size. They use a women on the street approach with more dialogue that shows our anxiety over a number and then surprises us.
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