Still Cranky

There's a new Nutrisystem commercial on the air now, and it's one of the most shocking TV commercials I've ever seen. 

The spot opens with a haggard looking middle aged woman talking to camera about the dramatic weight loss she achieved with Nutrisystem.  Nothing remarkable about that – just another standard Nutrisystem real person "before and after" testimonial. 

But then the woman says something stunning:  "I just feel if you're fifty years old and overweight, there's no hope for you."

She doesn't smile when she says this.  There's no nervous laugh that indicates she's trying to be funny, or is intentionally exaggerating to make a point.              She delivers the words with a deadpan, dour expression.  She really means it:  There's no hope for you.

The moment she delivers this bombshell – just as you're wondering if you really heard her correctly – oh no she didn't! – they cut away to perky spokesperson, Marie Osmond.  Marie, of course, gushes about the woman's transformation on Nutrisystem, telling her how fabulous she looks (I fully expected Marie to congratulate the woman on just narrowly escaping an utterly hopeless existence).

Now, I'm usually less than thrilled to see Marie Osmond in these commercials    (or anywhere else, for that matter).  But I gotta tell you, I was actually relieved when they cut away to her; she's the overly perky antidote to the dire pronouncement we've just heard about…no hope.

There's no hope for you.  The statement is both shockingly clear-cut and            curiously vague.  No hope about what?  Of ever losing weight as you get older?      Of ever looking attractive?  Of fitting into your clothes?  Of controlling your cholesterol?  Is that what she means?   

Or…does she mean "no hope" in a bigger sense?  There's no hope of not losing your husband to a younger woman?  No hope of ever getting a job?  Of finding new love?  Of achieving even a crumb of human happiness?

Actually, I believe that's exactly what Debbie Downer is saying: That if you are overweight and over fifty, it's over for you.  Period.  Game over.  Better hurry and call Nutrisystem now or you're doomed to a life of misery and destitution, living under the freeway, wearing a tattered muumuu, sharing a can of Fancy Feast with your cats.

(Note to Nutrisystem: if you're going over to the Dark Side, why not go all the way and admit the real truth: that if you're over fifty in our society, there's no hope      for you, regardless of what you weigh).

Frankly, I'm amazed that this commercial made it on the air in its current form.  Most marketers bend over backwards to avoid even the slightest hint of "negativity".  They focus group every single word to make absolutely sure there's zero risk of offending even a single customer, of tarnishing their brand, or having their message misconstrued in any way. 

Did Nutrisystem think that older women would respond positively to this woman's startling admission that it's all over for the fifty-plus crowd if they don't lose their love handles?  Did they think that kind of blunt scare tactic would be compelling?  Or did they just not think about it?

I don't offend easily, but there's still something very unsettling about this commercial.  Maybe it's too honest?   Maybe there really is no hope.  Maybe we just can't handle the truth.

At the end of the commercial, bubbly Marie Osmond asks the woman what it feels like to lose 60 pounds with Nutrisystem.  The woman says it's incredible…she's never looked better or been happier in her entire life.  Yet she looks tired, drawn and utterly miserable.  She actually looked healthier – and younger – in her "before" photo.

That gives me hope.