“Cheaters” was an attempt to attract married couples watching TV on the couch or in bed. Its provocative opening captures the audience’s attention to help it stand out against a barrage of other late-night advertisements. Bright tones and contrast stimulate the eyes and make it easier to focus in the evening. The affable and direct manner of the couple creates a rapport with the audience.
This commercial did not perform to expectation. Reasons for this may be the relatively static nature of the cinematography. Many of the better-performing commercials had been high-pressure. Fast editing, lots of cuts, moving photos, and diagrams may have all done a better job of stimulating late-night viewers into a sense of action. It may have been too “low-energy” for those awake during the ad’s air time. Additionally, the younger audience targeted here may be less trusting of weight loss products than the previous generation.
