Press work through Manifesto promotes new Sekonda range

Manifesto has unveiled its first work for Sekonda after seizing the business from Mustoe Merriman Herring Levy (Campaign, 21 May).

Manifesto has unveiled its first work for Sekonda after seizing the

business from Mustoe Merriman Herring Levy (Campaign, 21 May).



The pounds 1 million press campaign will launch next month and run

through to January 2000. It uses animal imagery and introduces the

strapline: ’A lot more watch for your money.’



The launch ad, ’shark’, promotes the Xpose scuba range. Other executions

feature an ostrich modelling ladies’ fashion watches, a Dachshund

wearing ladies’ dress watches and a crocodile sporting men’s styles.



Each of the animals appear elongated so that they can model a wide

selection of the watches.



’Advertising for watches tends to be some of the worst around,’ David

Brockwell, managing director at Manifesto, said. ’The challenge for us

was to create a press campaign that showed a lot of the product without

looking like a catalogue.’



The ads will run in men’s and women’s lifestyle magazines and weekend

fashion supplements. Media planning and buying is by CIA

Medianetwork.



Manifesto pitched against Spirit for the business in January. Mustoe

Merriman did not repitch.



The ads were written and art directed by Jason Hunt and Jonathan

Wilcock. Photography was by Gary Ombler.



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