… using 11 words and a picture.
Rosario Z. 150 lbs. lighter. Never felt closer to her daughter.
I read somewhere that in advertising, men should write for men and that, more importantly, women should write for women. Well, I thought that was a bunch of bull shit, at least for me … I mean, a writer is supposed to think like other people, at least well enough to see what they see.
The ads for this campaign all have a little tag within the photo with a small story about the (fictional) patient in them. The majority of bariatric patients are female and I thought this would be a great opportunity to explore the desires of an overweight single mom (I made her single in my head … don’t ask me why … probably to raise the stakes, to need to seek her dream more clearly). And in the end I figured that what was most important was to capture a scene of accessible joy … and then to make the source of that joy the very thing that is labored for and for which sacrifices are made. So for Rosario, the single mom of my eleven-word story, it was about achieving an unadulterated relationship with her daughter. That’s what I wanted people to experience.
What you can’t see: The Del Sol Bariatric Center liked the ad so much they made it into over-sized posters, sales sheets and even a banner.
Copywriter: R. Vega
Graphic Designers: L. Alvarez and A. Armijo
Creative Director: Memo Correa
Agency: Sanders\Wingo
