Halo Top's "Stop Shoulding Yourself" Ad is Better Than Dessert

Halo Top has officially produced my new favorite commercial. Everything about the strategy here—from the story, to the copy, to the music, to the talent—is reflective of a new frontier.

The best thing about this ad is that it tells a story that people can relate to. The sentiment of “Stop Shoulding Yourself” isn’t just feel-good for audiences, it’s empowering. And in a world where consumers crave content that is relatable and real, this feels wonderfully rebellious.

Additionally, I applaud Halo Top for their talent/model selection. A few months ago I journaled in response to Olay’s anti-retouch initiative, and in that post I glazed over the subject of body diversity. I love that the creative team chose a model that is curvy and confident. Maria Jimenez Pacifico, Columbia’s first plus-size model, exudes the energy of the story perfectly, and nods to so many of the much-needed shifts in the industry.

In an interview with Marketing Daily, Halo Top’s senior brand manager Shilpa Gadhok shared, “This spot is for anyone who feels those pressures of what they should be doing versus what they actually are doing, whether that be around career, social life, wellness and beyond.”

I’d argue that in a lot of ways this ad reflects the antithesis of the old standard of advertising. It is inclusive. It is memorable. It is real. It is inviting. It is sheer genius.

In all honesty, I’ve never had Halo Top, but the candor of this makes me feel seen, so I want to go buy three pints of it and dance around in my underwear eating and dancing. And if you ask me, that’s an indication of a successful ad.