New Britain’s Got Talent judge, Alesha Dixon is under fire by Weight Watchers members after being hired by the weight loss club to front their new £15 million TV ad campaign despite not having any weight issues before.
WeightWatchers says “has indirect experience of losing weight, through family members and friends”. And Alesha said before its launch: “One of my best friends – a girl I grew up with – suffered with weight issues and it affected every aspect of her life. It was very hard to watch.”
Many members find it insulting to millions of women that actually have fought weight issues.
At three minutes and 10 seconds, it’s one of the longest and most expensive adverts to ever appear on British television. It also doubles as a music video for a song, called Do It Our Way, written by Alesha that was simultaneously released in the charts.
WeightWatchers has defended its decision to cast Alesha in the adverts. Spokesman Alison Cotton said: “We are well aware that Alesha does not need to lose weight and she that she hasn’t got a big weight loss story but it wasn’t about that.