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- Why I like it: People’s relationship with food and weight loss can be quite emotional and complex – it’s a potential minefield for advertisers. So if you’re a brand selling a weight loss system, the way to do it is to skirt around the issue. Metaphors are good, because they say without directly saying. Also perhaps humor, to disarm and make palatable the tricky parts. You can even make use of visual cliches that have become widely accepted. You could do that. OR…if you’re courageous…if you’re really good…you can dive right into the middle of the cultural tension, as they do here. Call it out clearly, dive into it, and revel in it. It’s not easy, and it’s bound to raise some level of controversy. But it’s the definition of disruptive, and by being so it gives the brand a stage, not to mention a leadership aura. Hard to say how it will turn out, but I hope their courage is rewarded.