CB Exclusive: Mosh puts family judgement in the spotlight for new weight loss campaign
CB Exclusive – For anyone that has issues with their weight, going back home for dinner with the family can be a stressful time. A busy table is often the site of judgement, especially around food. Everyone weighs in on everyone else’s business, from Mum to your younger cousins, and the constant opinions can feel crippling.
It’s something the team behind Mosh and Moshy, the largest Australian-owned medical weight loss provider, kept hearing from their customers. They take this sentiment to a new level for their new ‘Weight Loss Without The Judgement’ campaign which centres the viewer in the perspective of someone on the receiving end of such unsolicited advice. Using a POV camera angle, it darts between family members, whipping into a frenzy of ‘wisdom’ over a dramatic electronic beat that feels more like a horror film than comfort food.
“Medical weight loss is now one of the hottest topics around every dinner table,” says Jonathan Seidler, Creative Director at Mosh and Moshy. “What we hear less about is how much impact our nearest and dearest can have on our ability to seek such sustainable solutions.”
“Prickly conversations always seem acceptable when they come from family, over food,” adds Olivia Whiting, the brand’s Campaigns and Content Lead who regularly interviews weight loss customers. “While they may come from a place of love, they’re never that helpful for the person in the hot seat. It’s my mission to make us feel like that safe space for anyone sitting there right now.”
The spot’s Peep Show aesthetic was brought to life by Mosh’s in-house wunderkind Yarno Rohling, who directed, produced, cast and plays the protagonist’s brother. It builds on the brand studio’s in-house output, which in the past year has released a slew of animated TVCs, provocative outdoor campaigns and an enduring hair loss partnership with touring metal festival, Good Things.
Mosh and Moshy, which focuses directly on women’s health, were among the first local prescribers of medical weight loss. Their holistic programs, which include access to dietitians, doctors and discreet delivery are designed to ensure customers are set up for success post-treatment. They have so far treated over 50,000 weight loss customers across Australia and New Zealand.
“Doctors now recognise that obesity is a chronic disease, and has nothing to do with willpower, but the discourse hasn’t really caught up.,” says Kieran Dang, Chief Medical Officer at Mosh and Moshy. “We hope this campaign will inspire those still getting the ‘just eat less’ chat at home.”
The campaign is supported by a wave of social spots which focus on extended ‘advice’ from each family member, as well as BVOD, podcasts and tactical OOH on the dinner time commute.
Established in 2018, Mosh is now one of Australia’s most popular online health companies, specifically designed to get men talking about and acting on their health. Launched in 2023, Moshy is now a category leader in medical weight loss, prescription skincare and recently moved into Women’s hair loss.
Creative Director: Jonathan Seidler
Director: Yarno Rohling
DOP: Tonyteni Taulaga
Art Director: Eamon Hayward
Design: Teri-Kate Osinga
Content & Campaigns Lead: Olivia Whiting
Chief Marketing Officer: Nick Holden
Head of Performance: Lee-Helena Rosolen
Media: Fourteen10
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