“Cheaters” was an attempt to wake-up married couples watching TV on the couch or in bed. It’s provactive opening captures the audience’s attention in order to help it standout against a barrage of other advertisement. Bright tones and contrast were designed to excite late-night views. The affable and direct manner of the couple was intended to create a rapport with the audience.
This commercial failed to yield the desired results, performing slightly below average. Reasons for this may be the relatively static nature of the cinematography. Many of the high-performing commercials had been high-pressure, and as such the editing provide many cuts, photos, and moving diagrams. It may have been too “low-energy” for those awake during the ad’s air time. Additionally, the younger audience targeted here may simply less trusting of weight loss products than the previous generation.