To view our videos, you need to
enable JavaScript. Learn how.
install Adobe Flash 9 or above. Install now.

Then come back here and refresh the page.

Video testimonials about weight are part of a new marketing campaign for the upcoming Broadway transfer of "Reasons to be Pretty," a play that deals with the imperfections of physical appearance.

The piece is penned by Neil LaBute, a writer known for provocative work.

"We said we had to do something different with that show," says Jeffrey Richards, the show's producer. "We wanted to do something that would get in people's faces, which would register with them, which would be somewhat unconventional."

The job of creating this unconventional advertisement campaign went to the SpotCo ad agency.

"Clearly, it's a strong piece of drama, written by Neil LaBute, so that is already a lot of people who are interested," explains SpotCo founder Drew Hodges. "But his best qualities are sort of provocativeness. You know, how do you get out there the idea that this is Neil's provocativeness, but it's also a story that everyone can connect to. Everyone wants to be clear that what this isn't is Neil LaBute throwing bombs. This is really a thoughtful consideration about image in America and how we all relate to each other on the way we look. So, ultimately, we decided that since so many people had these issues in their own lives , it would be really fun to instead of use the actors themselves, to really reach out to the world and say 'okay, where is this happening in your life?'"

Hodges and company held an open audition to find random folks who were willing to expose their insecurities about their physical appearance.

"We're working on belly buttons and ears and hairlines and bellies themselves and love handles and big toes," says Hodges. "So that will be the ad campaign. It's basically going to be out about the streets of New York, instead sitting just in the theater pages. It's going to be posted all over the city. And then there's a website that we want everyone to go to called Doesthisplaymakemelookfat.com. And so, the thought there is that people can go and share their stories, there's going to be a film there with the interviews of the people that we're talked to and really learn more about the play."

In this tough economy, Hodges says the more information you give the ticket buyer, the better.

"What I want to do is create excitement that makes some one want to show up," he says. "That makes some one want to buy a ticket and create some comfort. That some one says, 'Is my risk a little less right now because I know what I'm buying into.'"

Hodges began his work on Broadway by creating the edgy looks for "Rent" and the revival of "Chicago." SpotCo is currently represented on Broadway by more than a dozen shows, including other hits like "Billy Elliot" and "August: Osage County."

And, with Hodges' help, producers are likely to hope "Reasons to be Pretty" will, like these other shows, bring in pretty box office stats, too.