Timex opts for reality over accuracy
By EMMA HALL, campaignlive.co.uk, Friday, 03 December 1999 12:00AM
Timex watches launches its first advertising campaign for ten years this weekend with a series of national press and poster ads by Fallon McElligott.
Timex watches launches its first advertising campaign for ten years
this weekend with a series of national press and poster ads by Fallon
The ads allude to the difference between the perception and reality of
time. Using a simple blue background and a discreet image of the Timex
Indiglo watch, the eight ads tap into people’s individual experiences of
Lines include, ’despite what you may have heard, this week is not
actually going really slowly’, ’we’ve had some complaints that Monday
was a really long day, but we’ve checked and it wasn’t’, and ’our
research shows that there are, in fact, enough hours in the day’.
A further four executions are based on ’conversion tables’ and offer
appropriate times for activities such as sleeping and eating. A ’nap’ is
defined as lasting one hour 33 minutes and two seconds, while
’suppertime’ is deemed to be officially 10.34pm.
There are also tables giving ’accurate’ readings for approximate
time-scales such as ’yonks’ (18 months) and ’tick’ (1.1 seconds).
Robert Senior, a partner at Fallon, said: ’The conventions of watch
advertising dictate that everything must be about absurd levels of
accuracy. In reality, most people understand time-keeping in a more
emotional and elastic way. These are the people for whom the Timex brand
Alyson Green, the marketing director of Timex, said: ’The Fallon team
have given the Timex brand what it sorely needs and richly deserves - an
enduring communications positioning and outstanding creative work.’
The campaign was designed by James Townsend, art directed by Richard
Flintham and Andy Jex and written by Andy McLeod and Rob Potts. Media
planning and buying are through Rocket.
This article was first published on campaignlive.co.uk
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