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
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.