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
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.