Manly Targeting

So you can't watch ESPN for longer than 30 minutes nowadays without seeing the most manly Weight Watchers commercial ever.  And I absolutely love it.  Not necessarily because its genius advertising or anything like that, I think it's because of how hard they target men, and not only that, but it's interesting to see what they think matters most to men.

For instance, they accentuate a new feature on the Weight Watchers website called the "virtual cooler" (awesome) in which you can drag things like burgers, steaks, light and dark beers, etc. into the cooler and they will give you the details on how many "points", carbs, fat, etc. each item has.  They have to know guys won't partake in any diet that prohibits beer and steaks.

Another thing about the commercial I find hilarious is how the guys in it act.  They talk about getting joked because the common perception is that Weight Watchers is for women.  His retort to that is something along the lines of "Oh yeah, well I look a hell of a lot better than you do right now" as the shot cuts to him fist bumping with his buddies as if he had to world's greatest comeback.

All in all I think it's the insights they had on men rather than the content of the commercial as to why I love it.

P.S. I wish I could find the commercial on the internet, but I've had no luck.  My apologies