Jenny Craig has had it with celebrity endorsements.
And if your gut reaction is, "But why? I loved Jennifer Hudson's commercials," then you're a part of the problem.
Ad Age reports that new CMO Leesa Eichberger was bombarded with Jennifer Hudson praise, which is problematic considering that the recently svelte singer is actually a Weight Watchers spokesperson. Jenny Craig had Mariah Carey.
Weight Watchers had the memorable Charles Barkley in a dress ad. Jenny Craig had Jason Alexander. Weight Watchers: Jessica Simpson. Jenny Craig: Valerie Bertinelli. The names just weren't sticking for Craig.
So Eichberger has decided to ditch the celebrity-laden "same clichéd path that is out there " in favor of an animated campaign that talks about food options, flexible plans, and one-on-one support. "It's a change for the category, to actually say what we do," she told Ad Age.
But is the new direction more memorable? Havas created the new 30-second spot below. The shop is a part of Jenny Craig's full creative review.
While deviating from the path can be a good and rewarding thing for a brand, this ad doesn't really do much to stand out and shine.
Just in case, Eichenberg said that Bertinelli is still on contract.
