Slimfast has this week unveiled a new creative platform with the launch of a bonkers music video featuring rap sensation Big Narstie and brand ambassador Kelly Brook.

Created in partnership with London agency Mother, ‘Oomph for your Boomph’ harnesses the rapper’s star power for an upbeat, 90-second spot that champions the weight-loss brand’s classic shake.

In its first campaign for the US firm, Mother intends its creative to act as a ‘radical’ re-imagining of Slimfast, re-positioning it as a ‘modern brand for all’ as it looks to appeal to a younger, more diverse audience.

“Our big, bold campaign with its uplifting tone is an unapologetic affirmation of celebrating your best self. We have our two ambassadors with their different needs to help connect with consumers who are at various stages of their own weight management journey,” Slimfast UK and Ireland marketing director, Clafoutie Sintive said.

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“Big Narstie with his larger than life personality and confidence who is looking to lose weight over the long term and Kelly Brook who is continuing to successfully maintain her weight and living her best life.”

Inspired by Big Narstie’s own health improvement journey, the TV campaign will go live from 14 May in the form of 30 and 20-second cut-downs. Running for eight weeks, the film will be supported by a paid social media campaign.

Mother London global executive creative director, Peter Robertson added: “To get people to take a fresh look at SlimFast, we wanted to do something unexpected… so putting Kelly Brook and Big Narstie together, and then making a grime track and accompanying music video seemed to really tick that box.

“Both Kelly and Narstie are on their own weight management journeys so were the perfect duo to breathe new life into the brand and get people to re-evaluate how SlimFast can fit into their life.”