McCann Erickson, Worldwide and Rock Paper Scissors editor Frank Snider team up with NY-based Sonic Union mixer Steve Rosen to weigh in on male weight loss with Charles Barkley in the humorous :30 “Lady Charles” for Weight Watchers. The spot features Barkley contending that Weight Watchers is not just for women by ironically delivering his message in full drag attire.
To see the spot, click HERE.
“Lady Charles” opens on Barkley strutting toward the camera in full drag, complete with a little black dress, heels, curly wig and makeup accompanied by the super, “Charles Weighs In.” He begins his rant, “I hear that some of you guys still think that Weight Watchers is just for women.” He sassily flips his wavy locks as he continues, “Even though I, Sir Charles, have been telling you that Weight Watchers has helped me lose 42 pounds and counting. And I can still eat man food—like steak and pizza. So if this is what I gotta do to get you to listen, then take a good look.” Barkley strikes a saucy pose before finishing, “But my eyes are up here guys.” The spot closes with the super “Lose Like a Man” and the Weight Watchers logo, accompanied by Barkley’s voiceover, “Lose like a man. Go to WeightWatchers.com and start today.”
ABOUT SONIC UNION
Sonic Union, New York was a concept born in 2008 between lauded mixers Michael Marinelli and Steve Rosen, and Managing Director Adam Barone. The team set out to create the finest audio shop in New York, while also maintaining a family-like feel in a location that reflected—and supported—client comfort, natural light and the artists’ unwavering love of the craft. Three years later, Sonic Union’s work has won top awards, their employees and clients play together after work, and its architecturally significant space overlooking the trees of Union Square has become a home-away-from-home for everyone who mixes there.
Sonic Union’s team, headed by Studio Manager Justine Cortale, includes the talents of Rob McIver, David Papa, and Paul Weiss. Other disciplines are growing, with the addition of veteran voiceover Casting Director Maria Pappalardo, who brings 15 years of agency experience to the group.
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Client: Weight Watchers
Title: “Lady Charles” :30
Agency: McCann Erickson, Worldwide
Group Creative Partner: Sharon Ehrlich
Group Creative Partner: Danny Rodriguez
Creative Director/Copywriter: Dan Donovan
Executive Producer: Kathy Love
Group Director: Grant Wagner
Account Director: Sharyn McCarthy
Account Supervisor: Brandon Jansa
Production Company: Believe Media
Director: Liz Friedlander
Post Production: Rock Paper Scissors
Editor: Frank Snider
Music Executive Producer: Mike Boris
Composer: Peter Rundquist
Audio Post: Sonic Union, NY
Mixer: Steve Rosen