# Wacky Weight-Loss Motivations The 'Kill Your Mini-Me' Campaign Delivers a Clear Message By Carly Foy | Published 2011-05-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/kill-your-mini-me References: [adrants](http://www.adrants.com/2011/05/kill-your-annoying-mini-me.php?) & [acercanutrition](http://acercanutrition.com) ACERCA Nutritional and Sports Consulting has enlisted the help of agency Giovanni+DraftFCB to create the 'Kill Your Mini-Me' campaign. To say the campaign is bizarre is an understatement, but the agency manages to get ACERCA's message across loud and clear. The [series of three commercials](https://www.trendhunter.com/trends/skinny-mobile) all have a common theme: one person has a mini-me attached to their stomach. The concept is simply that people are overeating and gaining so much weight that the extra flub could easily be a miniature person. In an effort to strike the desire to 'Kill Your Mini-Me' and use ACERCA, Giovanni+DraftFCB uses people in [everyday situations](https://www.trendhunter.com/trends/legitimate-you) like disrobing in front of your sexual partner and emphasizing that the extra person is disgusting. The [ad campaign is shockingly weird](https://www.trendhunter.com/trends/quaker-deliciously-ugly-campaign), but effective in message deliverance. Besides, who wants a mini-me with a mullet? ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 39% | Activity: 66% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Bizarre Weight-loss Campaigns:** Opportunity for companies to create unconventional and attention-grabbing weight-loss campaigns that effectively deliver their message. - **Body Image and Motivation:** Opportunity to explore new strategies that use unconventional visuals and concepts to motivate individuals in their weight-loss journey. - **Humorous Weight-loss Messaging:** Opportunity to utilize humor as a tool to engage and encourage individuals to take action towards weight-loss goals. ### Who This Affects Most - **Nutritional and Sports Consulting:** Opportunity for nutritional and sports consulting companies to develop unique and engaging campaigns that resonate with their target audience. - **Marketing and Advertising:** Opportunity for marketing and advertising agencies to create disruptive and attention-grabbing campaigns for weight-loss and wellness brands. - **Health and Wellness:** Opportunity for the health and wellness industry to explore unconventional approaches to motivate individuals in their weight-loss journey. ## Related on Trend Hunter - [Redirected Movement Campaigns](https://www.trendhunter.com/trends/15minuteweightloss.md) - [No-Nonsense Cereal Campaigns](https://www.trendhunter.com/trends/shreddie-for-anything.md) - [Weight Wellness Campaigns](https://www.trendhunter.com/trends/atkins-way.md) - [Empowering Shake Campaigns](https://www.trendhunter.com/trends/oomph-for-your-boomph.md) - [Bizarre Soda Campaigns](https://www.trendhunter.com/trends/try-more-weird.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Meat-Free Deli Product Commercials](https://www.trendhunter.com/trends/meatfree-campaign.md) - [Distorted Burger Campaigns](https://www.trendhunter.com/trends/ailloween.md) - [Destigmatized Weight Health Campaigns](https://www.trendhunter.com/trends/modern-weight-management.md)