I’ve never been a big fan of scales – not because I fear what I might see in it, but because I've seen the effects it can have on the confidence of others.
To me, the scale judges; it is an object from which people seek approval. I imagine that most people become anxious before stepping onto a scale, much like how people become anxious before giving a presentation before a crowd. People want the scale to approve of them, tell them that they are worthy, and that they pass the test.
Since I don’t like scales, I find this ad to be distasteful. To me, the story here is that the scale has evaluated me and told me that I am now allowed to be proud of myself. The entire idea is uninspiring because pride should be something that comes from within, not something that you are allowed to feel after permission has been given (like a game of “Simon says”). The hot pink tiles in the background also turn me off. They conjure up images of wounds and hurt feelings.
From a marketing brainstorm perspective, I can see how this ad may have been considered fresh and interesting. However, decision makers should really try to discover and evaluate all possible interpretations of an image before running with it.
After seeing this ad, I would rather not “take the Special K Challenge.”
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