Quite simply, we have a food problem. It is no accident that most drug slang comes from the world of food. So using the voice of Breaking Bad's Aaron Paul as the voice of a friendly/menacing pusher, we created a controversial ad that explores our addict-like food habits and aired it in the eye of the cultural storm: the Super Bowl – America’s national celebration of all things excess.

The creative execution connected our dysfunctional relationship with food to that of drug addict looking for another fix, and aired it on Super Bowl Sunday, the second biggest food day in America. A day where people are completely besieged by all of the biggest problems Weight Watchers helps its members solve.

Weight Watchers needed to make a cultural statement to solidify its point of view to the world. It was treated as an opportunity to recast the brand to a wider audience – not just the weight-loss community. This creative launched just before halftime of the game, the most relevant food moment on that day. As a :30 ran in broadcast an uncut version launched online, while social dove head-first leading the cultural conversation our unique and direct offer helped ignite.

After airing in the highest watched Super Bowl in history, creative garnered 1.35 million video views and 7,521 shares across social media. And, Second only to Budweiser, Weight Watchers was the most talked about brand on Facebook. The brand received 50,695 mentions, a daily volume of which was 45% during Super Bowl week, the brand’s highest ever. After All You Can Eat and the “Lose 10 lbs on us” call to action aired, search impressions for the brand increased by 30% for the following hour. In the weeks following Super Bowl, Weight Watchers saw an average 37% YOY increase in daily search traffic.