Situation: Most people struggling with obesity have made, on average, 7 attempts at losing their excess weight. However, more than 80% consider weight loss to be completely their responsibility and more than half do not see healthcare providers (or prescription medicines) as part of the solution.

Brief: Manifest the life-changing energy of Wegovy and inspire those carrying excess weight seek medical help earlier in their journey while also creating meaningful and trusted partnerships to achieve transformative weight-loss and long-term management results for their life and health.

Objectives: Create brand awareness of Wegovy as the new gold standard for the treatment of excess weight and obesity. Activate people with obesity to ask their healthcare provider for treatment.

In this spot, we see our “heroes” today in the foreground taking pride in their lasting weight loss. They are confidently looking at their backstories unfolding on the screen projection behind them, which shows their weight loss journey over the course of the past year. Through deft editing the camera takes the viewer in and out of each hero’s personal story today (on stage) and the past year (screen projection). To guide the viewer on this journey a subtle cinematic texture on the back screen story is purposely used with a slower frame speed rate to symbolize a past memory.

The spot launched in the beginning of February and in that first month yielded almost 293 million impressions across Local Linear TV, Paid Social, Programmatic OLV/CTV, and Point-of-Care channels driving 40,000+ website visits a day. Wegovy grew by 57% in volume during that same time period.