NEWS: Risque Accurist spots cause ban from BACC

By MARGARET HOOD, campaignlive.co.uk, Friday, 15 December 1995 12:00AM

Simons Palmer Denton Clemmow and Johnson’s first work for Accurist watches has been restricted by the Broadcast Advertising Clearance Centre to slots following the nine o’clock watershed, after the original version was turned down.

Simons Palmer Denton Clemmow and Johnson’s first work for Accurist

watches has been restricted by the Broadcast Advertising Clearance

Centre to slots following the nine o’clock watershed, after the original

version was turned down.



The finished version of the pounds 1 million television campaign, to run

over just ten days, is a decidedly steamy affair, featuring a couple in

flagrante delicto.



Accurist, the leading UK brand, is targeting the last-minute Christmas

shopper, who is typically male, aged between 18 and 40, and wants

reassurance that his gift will be appreciated.



The agency’s interpretation of the brief is to dramatise the reaction of

both the giver and the recipient when they have received an Accurist and

when they haven’t.



The two 20-second executions feature a couple engrossed in making love

and show acres of naked flesh being caressed.



The entire scene is played against the background noise of a ticking

watch. However, while the first ends with a close-up of a lissome

lovely’s face, the second concludes with that of an elderly, gap-toothed

hag.



In the first, the voiceover of Mariella Frostrup pronounces: ‘He who

gives an Accurist this Christmas deserves everything he gets.’ The

second version is altered to: ‘He who doesn’t give an Accurist this

Christmas...’



The Simons Palmer chairman, Paul Simons, admitted that the film may

elicit negative reactions from those outside of the target audience.



‘While we are not deliberately courting controversy, we have a number of

answers up our sleeve if there are any adverse reactions,’ he said.



This article was first published on campaignlive.co.uk

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