Doner Cardwell unveils Casio G-Shock spot

Doner Cardwell Hawkins has produced a new television spot for Casio's G-Shock watches.

Doner Cardwell Hawkins has produced a new television spot for Casio's G-Shock watches.

Casio will run the 40-second ad for G-Shock, which claims that it is one of the toughest watches ever built, on MTV from Friday through to the end of the year.

The ad, which was shot in a Docklands basement, opens with the camera following a person down a flight of stairs to be met by an Oriental girl.

She walks through to a makeshift ring where a waiting crowd is assembled.

A kung fu fight ensues, but is viewed entirely from the point of view of one of the fighters' wrists - where the watch would be.

At the end of the ad, we see that the fighter is wearing a G-Shock watch.

It ends with the line: 'It's safe inside a G-Shock.'

Paul Cardwell, the creative director at Doner, said: 'The ad is aimed at opinion formers and fashion leaders in the 17- to 24-year-old age range and taps into the resurgence in popularity of kung fu.'

Kerry Staniforth, the marketing manager at Casio Timepiece, said: 'G-Shocks are really tough watches, designed to withstand extremes. This ad captures the essential spirit and ethos of the G-Shock brand and continues to build on its iconic status as the toughest watch of all time.'

David Mould directed the ad through Academy. The work was art directed by Lee Ford and written by Damion Simor. Media planning and buying was handled in-house at Casio.