For the love of butts

Weight Watchers wants you to embrace your bottom.

Butts are having a bit of a renaissance lately, aren’t they? Weight Watchers has gotten in on the trend, and not in the way one might expect from a brand more associated with shaving pounds off your posterior than loving it the way it is. It’s part of the company’s efforts to focus on the fact that its weight loss programs are about you being happy with how you look and feel, not just being skinny. And so, with help from Wieden + Kennedy, Weight Watchers has produced a new spot that not only forces you to remember how long your rear end has had your back, but that all the work you put into getting your rump in the same shape it once was might not be as necessary as having a forward attitude about your behind.


Brand: Weight Watchers
Agency: Wieden + Kennedy
Executive Creative Directors: Joe Staples, Susan Hoffman, Mark Fitzloff
Creative Directors: Jason Kreher, Michael Tabtabai
Art Director: Devin Gillespie
Copywriter: Derek Szyna
Director: John Hillcoat
Producer: Shannon Worley
Executive Agency Producer: Ben Grylewicz
Executive Producer: Matt Factor
DoP: Nicholas Karatkasanis
Editorial Company: Exile Edit
Editor: Kirk Baxter
Assistant Editor: Grant Hall
Post Producer: Toby Louie
Post Executive Producer: Carol Lynn Weaver
VFX Company: Method
VFX Executive Producer: Pip Malone
Flame Artist: Thomas Downs