Digital health provider Numan is looking to tackle taboos and outdated narratives around obesity and willpower in a new campaign for its weight-loss medication.
Developed by the brand’s in-house creative team Numan Studios, the campaign will be centred around a 30-second spot that sees a woman fight off the advances of the grotesque ‘Buffet Boy’, embodying the urge to overeat unhealthy foods.
Directed by Steve Ayson through MJZ, the clip aims aiming to confront outdated narratives around weight loss, and spotlight the real behavioural and environmental challenges people face when trying to lose weight.
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“Numan has never shied away from bold ideas. We believe that great work is provocative, that great ads are psychologically and emotionally engaging,” said Sokratis Papafloratos, CEO and founder of Numan.
“With Buffet Boy, we wanted to personify the relentless tug-of-war that so many people experience when it comes to food prevalence, but we also wanted to do so with humour, compassion, and in a way that challenges the stigma around medically assisted obesity care. Breaking that taboo is the first step toward real progress and ensuring everyone can feel in control of their health.”
The film will spearhead a fully-integrated UK campaign rolling out across broadcast TV, broadcaster video-on-demand, out-of-home, paid social, radio and podcasts, and PR and digital marketing efforts.
