It’s not the pounds; it’s what they’re made of.

 

By Egotist / / Really interesting new spot from San Francisco-based TBD and Nokia for their first integrated brand campaign that showcases the Nokia Body+ smart scale. It’s certainly a different way to get people thinking about something most don’t even want to step on. “This is not just an ad, it’s an experiment,” says Rafael Rizuto, TBD chief creative officer. “We are challenging the traditional concept of a scale by showing that weight is given too much weight. This is why we selected a diverse cast who all weigh exactly the same, yet physically and internally they are each so different. The Nokia Body+ is the catalyst unveiling all the things that make you you.” Nicely done.