BetterMe: Vow To Myself

In its latest commercial campaign, developed by DRAMA QUEEN, BetterMe turns the well-known cliché of the marriage vow into a manifesto of self-acceptance. Standing for the mindful approach to self-improvement, sports and dieting, BetterMe puts self-acceptance and self-love at the heart of their mission. This campaign underlines the idea that only self-acceptance and self-support lead to an efficient way to wellness. That only a person who learned to love and support himself no matter what can stand the long way to the better version of himself. To bring this message to life, the campaign challenges the conventional marriage vow tradition by making it not the devotion to the other person but a manifesto of self-acceptance. And so the campaign plays with the words of traditional marriage vows, giving it a completely different ending, meaning, and vibe. Despite the melancholic character of the vows themselves, BetterMe`s version of a vow is kind and funny, with a bit of self-irony and lots of human insights. The film starts with a woman — the main character — sitting in the locker room, looking nervously at the locker keyring in her hand. It’s as if she is standing at the altar before doing her vows and she ponders if she has made all the right choices in her life... Then, as if it were flashbacks, we start going through different scenes of her recent life — both funny and serious, happy and sad, bitter and sweet situations that happen to every regular human on the way to wellness and self-approval. And in the end, we return back to this first scene and feel the journey she has made. With newly gained acceptance she puts the keyring on her finger as if it’s a wedding ring, looks in the mirror, and smiles at herself.