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LighterLife promotes sustainable weight loss in latest TV campaign

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By Jessica Davies, News Editor

January 14, 2013 | 1 min read

LighterLife has launched a TV campaign aimed at tackling “quick-fix” diets and promoting sustainable methods of losing weight.

The diet brand is aiming to steer obese people towards a more holistic approach to losing weight, rather than opting for short-cut options promoted by some traditional diet brands.

It has launched a 40-second TV ad, written, produced and directed in-house by creative agency Brothers and Sisters, which will air later this week.

The ad, which will run until the end of next month across terrestrial and satellite TV.

Andy Fowler, founder and executive commercial director of Brothers and Sisters said, “60 per cent of the adult population in the UK are overweight, it was high time to puncture the quick-fix fantasy and put an end to celebrity endorsement.

“In the campaign we wanted to show a weight-loss journey telling a typical life story, including the ups and downs often experienced, honestly told using humour and warmth and illustrated with images seemingly taken from a personal timeline and avoiding any crass ‘before and after’ shots.”

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