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 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 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. | | | | | | | |
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