The bright, sunny shots of Noom’s chief wellness ambassador Rebel Wilson seen in the debut of the digital health company’s “Lose for Keeps” campaign are nowhere to be found in its latest spot, which puts a spooky new voice to the fears many GLP-1 users have.
Noom’s “Lose for Keeps” campaign launched this summer as one of its “largest brand investments to date,” Noom said at the time. Two national TV, streaming, social and digital ads featuring Wilson showcased Noom’s in-app resources for building healthy habits that can help the weight lost on GLP-1 medicines stay off.
The same premise takes a darker, comedic tone in its newest “Noom PSA – Weight Regain Doesn’t Care.” In the 30-second spot, a young woman records herself in her dimly lit apartment, explaining how she’s lost 20 pounds after three months on a GLP-1. To this, her TV turns on to say in a snarky-robot voice, “weight regain doesn’t care.”
A subtle horror movie sound effect keeps the vibe creepy as the scene switches to the women in her kitchen, this time excitedly telling her phone camera that her labs are improving.
“That’s nice. Weight regain doesn’t care,” her smart speaker interrupts.
The startled woman drops her phone as her Roomba vacuum joins in on the spooky fun, taunting, “weight regain will find you!”
Even her smoke detector has something to say, flashing red and alerting its owner that “studies show you’ll regain the weight in 18 months.”
This causes the panicked GLP-1 user to scream as the creepy background noise swells. Upon frantically grabbing her phone, the horror movie atmosphere lifts as the woman quickly finds relief in the Noom app, which shows her a screen of “GLP-1s + healthy habits.”
Now, with nothing to fear, she talks back to her electric kettle, which repeats the “weight regain does not care” mantra. “But Noom does,” the woman replies, triumphantly unplugging the device.
“Noom members keep off 2x more weight after stopping a GLP-1,” a voiceover and on-screen text read as the woman walks away at the end of the ad.
“When weight regain feels like the villain in your story… Noom helps you fight back,” the company wrote in the description of the video. “With the tools and support to build lasting habits, you can take charge of what happens next.”
Noom, which bills itself as the “leading behavior change company,” has spent 15 years studying what “actually makes weight loss last,” it said in a press release earlier this summer. The free Noom app leans on psychology, coaching, AI technology and grounded research to help users maintain their health and weight loss goals.
To further highlight its weight-loss prowess, Noom is adding more patient voices to the mix with a new series of testimonials. The short videos highlight Noom users Janet and Joe, who share their experience using Noom as a “very long-term solution,” as Janet said in her testimonial.
Noom offers specific GLP-1 and low-dose or “micro-dose” GLP-1 programs that pairs the medicine with personalized support and tailored treatment plans. The company has been in the GLP-1 game even before the obesity market blew up with the introduction of Novo Nordisk’s Wegovy and Eli Lilly’s Zepbound, with Noom partnering with Novo back in 2019 to support patients using its older Saxenda.