Weight Watchers' Super Bowl spot is a nighmarish evocation of all the pressure modern life puts on you, encouraging you to eat more, with the message "it's time to take back control." From All You Can Eat menus, to supermarkets cutting you a deal if you buy more and partners cooking something up "specially for you," the dark forces mount as the music ("In the Hall of the Mountain King" from Peer Gynt), as well as the film, speeds up. The ad likens Americans' obsession with unhealthy food to another destructive addiction -- drugs -- the idea driven home even further with a V.O. from "Breaking Bad" actor Aaron Paul.
While some have debated the merits of running a weight loss ad during the Super Bowl, we think the spot, by Wieden & Kennedy, works -- there's a nice "us against them" message, and after all, how many people will be thinking about starting a diet the next day?