Accurist ads aim to shock

Accurist is once again employing shock tactics in its latest advertising campaign to launch a range of fashion watches aimed at young men and women.

Accurist is once again employing shock tactics in its latest

advertising campaign to launch a range of fashion watches aimed at young

men and women.



The pounds 500,000 campaign, created by TBWA GGT Simons Palmer, is the

first since the controversial ’put some weight on’ ads last year. Three

new executions feature unconventional people in their sixties,

photographed in stark black and white wearing the new accu2 watches.



One features a 60-year-old silver service waitress who is covered in

tattoos; another is a 68-year-old former bank clerk whose face is

covered in tattoos and body-piercing; and the third shows a 65-year-old

transvestite in full make-up. The endline runs: ’No ordinary

old-timer.’



The ’put some weight on’ campaign launched at the end of 1997 and

featured an emaciated-looking woman wearing a watch on her upper arm

rather than her wrist. The ad was condemned by the Advertising Standards

Authority as ’irresponsible’.



The latest campaign breaks on 25 March in the style press and will

appear on 48-sheet posters next month. It runs until this September. It

was written by Ros Sinclair and art directed by Sean Thompson. Media is

handled by Manning Gottlieb Media.



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