Rebel Wilson has a lot of thoughts on weight loss, and this time, she’s putting them into a campaign. The actress, now in her second year as Noom’s Chief Wellness Ambassador, just launched “Lose for Keeps,” a new brand push that makes a pretty simple argument: GLP-1 medications can jump-start change, but building real habits is what makes it last.
The campaign is rolling out across TV, streaming, social and digital, and Noom describes it as one of its biggest brand investments yet. It centers on two campaign videos starring Wilson. In the first, “Mute Button,” she shows how GLP-1 medications can quiet “food noise,” filmed amid the beautifully chaotic backdrop of a family morning. Her daughter, Royce, even makes a cameo, which is a particularly sweet touch.
In the second video, “Training Wheels,” Wilson leans into unexpected humor to explain why building habits while on medication matters so much, helping make those habits second nature if and when the medication is discontinued.
It’s a message Wilson knows firsthand. Five years after losing 80 pounds, her journey hasn’t always been easy, and she’s one of several stars getting real about it.
“After my initial weight loss, I did slip back a bit due to work and my personal life,” Wilson says. “I was a new mom! It took a lot to remind myself that these fluctuations are normal, and instead of wallowing in it or feeling too guilty, I wanted to take back control and lose the weight again.”
“GLP-1s, like the ones offered through Noom, are certainly one of the tools in my health toolbox that can help kickstart if I feel the food noise or other bad habits creeping back in, but it also made me aware that I had to identify ways to stay the course regardless,” she continues. “Noom uses the metaphor of taking the training wheels off. Riding a bike may be easier with training wheels, like weight loss is easier with a GLP-1, but once those are off, once you stop the meds, that is where support and healthy habits are needed.”
Alongside the campaign, Noom is also rolling out Rebel’s Microhabit Challenges in the app, bite-sized routines inspired by her own habits around sleep, nutrition, mood and movement, with in-app rewards for members who complete them.
The Noom app is available on iOS and Android and online at noom.com.
