A good number of advertisers are trying too hard to be provocative with their big game ads. Controversy is a great technique in raising attention and shareability. I just don’t like when it dead ends like this one does.

Ellis Verdi, president at DeVito/Verdi:

I want to like it but I feel duped. It attempts to have a bigger purpose than profits and business–as if it’s a public service commercial for a cause. 

It’s unfortunate that people are overweight and there are a lot of reasons for that including food, knowledge, psychology, upbringing, economics, etc., and yes that’s a big problem but drugs may be the answer for some and potentially a problem and maybe a big problem for others. I’m afraid they don’t have the right to stake claim to solving the problem broadly. 

Weight is relative and not necessarily related to how it looks so showing that may actually work to shame only. 

Also the psychology of weight control requires a far greater reliance on sympathy and positive self-worth especially to be effective for women. In that regard, there is an emotional advertising tact that they could go down. Very emotional. And meaningful, but this falls short. 

With regards to Super Bowl, I feel the same way about this ad wherever it appears. The visibility alone might help the business, but the strategy and creative is a mistake.