Put down your green detox smoothie for a minute. Bernstein Diet & Health Clinics wants you to hit stop on the treadmill of weight loss failures you’re on.

Working off the insight that people will try just about anything to lose some weight, creative agency Giants & Gentlemen hopes its new ad, featuring men and women trying to plastic wrap their way to skinny, will stand out to consumers in a saturated market.

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The campaign, which launched last week, will run on TV and as online pre-roll, along with some OOH elements, with the media buy taken on by Media Experts.

Giants & Gentlemen was named AOR for Bernstein last October – its first health client – and this is the agency’s first work for the diet clinic chain, which has more than 60 locations across Canada.