Accurist sticks with underweight model idea for new poster

Accurist is launching a second execution in its ’put some weight on’ poster campaign, despite the controversy that hit the first poster, which was condemned for its imagery of a watch hanging from a model’s skinny upper arm.

Accurist is launching a second execution in its ’put some weight

on’ poster campaign, despite the controversy that hit the first poster,

which was condemned for its imagery of a watch hanging from a model’s

skinny upper arm.



Advertising watchdogs investigated the original poster campaign after

complaints that it exploited women with eating disorders. However, both

the client and its agency, TBWA Simons Palmer, are keen to continue the

theme, which is designed to emphasise the weight of the Accurist solid

silver watch.



In the new execution, the same strapline accompanies an image of a

showroom dummy’s hand, lying at its glamorously attired feet - having

broken off because of the weight of the watch. The body copy says: ’The

watch featured is pounds 105. Or is that lbs?’



The campaign was created by the art director, Matt Godden, and the

copywriter, Ben Walker. It was photographed by Vikki Jackman. Godden and

Walker also worked on the original ad, which appeared in the D&AD annual

last year.



The press execution will run in the fashion and women’s press from this

weekend into August and there are plans for a poster to follow later in

the year. Media planning and buying is by Manning Gott-lieb Media.



Accurist’s managing director, Andrew Loftus, admitted that he ads were

designed to be controversial but insisted they did not intend to make

reference to eating disorders. The ads were only playing on the

topicality of the use of very slim models by fashion companies, he

maintained.



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