With three beautiful words in her Weight Watchers campaign, Oprah is giving hope to bread enthusiasts in a gluten-free world, saving the bread industry—and angering people, too.
There is something happening on television now that is affecting me viscerally.
In a commercial that seems to air once every 15 minutes on every single television channel, assaulting its way into omnipresence, Oprah Winfrey stares into the camera—nay, our souls—and speaks emphatically, passionately, with certitude: “I. Love. Bread.”
This commercial speaks to me.
It’s an ad for Weight Watchers, the nearly 65-year-old international weight loss company that the Queen of Media and Patron Saint of Being Your Best Self purchased a 10 percent stake in last fall, in addition to become their latest celebrity spokesperson.
Those three gorgeous, soul-stirring words of hers—“I love bread”—come at the beginning of a pitch in which Winfrey claims that, using the program, she has been able to lose weight while still indulging in the forbidden love of the well-publicized diet no-no—bread!—every single day.
The appeal of the commercial is quite obvious.
Here we are, we bread enthusiasts, having endured an age in which the havoc carbohydrates wreak on our waistlines has been drilled into the fiber of our being. The importance of carb-free and gluten-free diets eternally hovers over our heads as we weep over the bread basket taunting us at the dinner table.
And here is Oprah Winfrey, our most trusted confidante, telling us that not only is eating bread OK, but that, with the help of Weight Watchers, she managed to lose weight without sacrificing it. Glory to be God. Glory be to O.
The reveal that she lost 26 pounds using Weight Watchers without forsaking bread was met with social media rapture. Because of her ownership stake in the company, Winfrey was estimated to have made roughly $20 million when Weight Watchers shares skyrocketed after she tweeted the commercial. Benefitting from “the Oprah effect,” the long-struggling company saw new members spike 35 percent while sales beat analyst predictions.
Source: The Daily Beast | KEVIN FALLON