Voy choreographs a celebratory take on weight loss

Voy, the UK‑based digital‑health brand, has launched a TV and social campaign for its weight loss programme, embracing choice, dance and optimism.

‘If You Don’t Like It, Change It’ marks an emotional and anti‑shame pivot from the often clinical, results‑driven world of weight‑loss marketing.

Crafted by London‑based creative agency 10 Days London, there is a cinematic, performance‑driven sensibility to the spot, not unlike a technicolour Gap ad.

10 Days adds life to a dull genre

The campaign feels less like a medical clinic visit and more like a cultural moment, with personality, tension and subtle humour.

The narrative centres on someone who is visibly frustrated with their current situation, whether that’s their weight, confidence or how their body is perceived, yet the film avoids fat‑shaming or medical jargon. It’s more about choice, rather than fear.

Influences

In some ways, the ad hops on a recent trend in empowerment‑driven brand films such as Nike’s ‘Dream Crazy’ style work or Dove’s various campaigns, which reject the ‘fix‑your‑body’ rhetoric in favour of ‘you’re‑in‑control’ messaging.

The music‑led approach is pretty rare, however, but somewhat reminiscent of the recent Lilly ad we covered, which leans on strong soundtracks and an emotional crescendo, rather than medical explanations.

The debate over whether scaring viewers half to death with medical imagery or using persuasion via playful and inviting methods seems to have been won, at this point. 

What do you think though, readers?
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