When it comes to excess weight, there is no shortage of opinions: there are those who treat it as a fault to be eradicated with discipline and motivational slogans, and those who, in the opposite attempt, end up telling it with an almost resigned tone. What is missing, almost always, is a lucid, respectful and constructive look, aimed at daily achievements.

A vision that recognizes excess weight and obesity for what it is: a chronic illness. And that it really speaks to the people who live it, every day, with their body, their time, their courage.

This is where we started, together with Novo Nordisk, a leading company in the treatment of obesity, diabetes and serious chronic diseases, to create their new global television commercial to promote its Novo IO site.

We did it through a simple, yet powerful story: that of Silvia*, a woman who has rediscovered the pleasure of living, without upsetting herself.

Shot in Florence, the commercial alternates daily gestures, real relationships, familiar landscapes, with a warm photograph and a voice that tells in the first person what it means to start a path of change.

The heart of the message is contained in a sentence by Silvia:

“Since I started seeing her like this, I simply feel happy.”

It is a change of perspective, even before of habits: happiness is not a goal to be crossed with sacrifice and sacrifice, but a space to inhabit with awareness. One step at a time, starting with yourself.

At the center of the narrative, Novoio.it: the portal that informs, guides, and offers concrete tools to find specialists and start a conscious journey.

The commercial is broadcast on the main Italian and international TV networks, and also on streaming platforms.

An invitation to those who watch to do that first step, which is often the hardest.

With respect and realism.

With real possibilities, not empty words.”

*Silvia is a fictional character who does not represent a real patient