The SPW Channel

The Colonie’s Brian Sepanik and Leo Burnett Kick Off the New Year With Special K Challenge

Scales focuses on the Special K Challenge and stresses the tagline, “What Will You Gain When You Lose?” With the ultimate goal of changing the conversation on weight loss, Scales aims to inspire women to participate by using visuals of women celebrating after seeing their results on the scale. The spot opens with shots of individual pairs of feet nervously preparing to step onto their respective scales before hesitantly doing so. As the numbers waver on the scale, they settle on, not a number, but positive, uplifting words such as “joy.” “drive,” “pride” and “laughter.”T he faces of the women then appear for the first time as they excitedly rejoice after receiving inspiration. >Read more & credits.

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