TBWA Simons Palmer has developed a startling campaign for Accurist
watches playing on the controversy surrounding anorexic-looking fashion
The press and poster work uses the type of image that prompted
Accurist’s rival, Omega, to pull its advertising from Vogue last year in
protest at the skinny models used in its editorial pages.
’Watch your weight’ shows a skeletal woman wearing one of Accurist’s
watches not on her wrist but her upper arm.
The ad was written by Ben Walker and art directed by Matt Gooden, with
photographs taken by the fashion photographer, Justine.
Wendie Stone, the account director on the business, said: ’The campaign
illustrates all that is associated with fashion while having the courage
to smile at itself.’
The campaign will run in women’s titles, the style press and Sunday
supplements in December and January, and 48-sheet cross-tracks will
appear in December.
Media buying is through Manning Gottlieb Media.