‘MEDICAL WEIGHT LOSS IS NOT CHEATING’ blusters this ad from @juniper. This is a little like walking into a pub with a bin bag of Nikes shouting “THESE ARE NOT DODGY”. Sure, maybe they’re not, but now we’re all thinking they might be yeah? Especially as the security tags are still on them and all the labels are in Korean.
Juniper does exactly this with their weight loss jabs, tackling the elephant in the room right up front but, in doing so, inviting the discussion. And there’s no confusion over the value proposition being claimed here: weight loss. But when it comes to evidence of efficacy or hard science, it definitely all goes a bit quiet in the room.
It’s a pretty ad, nicely balanced and framed, not overcrowded, and personally I quite like leading with the elephant. Just keep that bin bag under the table, the police are outside lads.
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