Copyranter reports that these fetishistic ads by Fred & Farid, Paris, recently won gold at the Epica awards.
They seem to be about sensuality, which I guess is a selling point of Weight Watchers' "eat what you want but count calories" system. However, the weird lips and the way the food is consumed in unnatural ways make the ads of questionable marketing value.
The TV, however, manages to do a better job by giving context and message to all this oral fixation:
"Stop les régimes - Réapprenez à manger" loosely translates as "stop dieting and learn to eat again".