M&C Saatchi is rolling out its first work for Sekonda this weekend with
a campaign that has dropped the famous ten-year-old theme: ‘Beware of
The change of tack, under the line ‘Time is precious. It doesn’t have to
be expensive’, promotes the UK’s leading watch brand on the basis of
value, as opposed to the low-price approach of the past.
The rethink follows the move of the pounds 1 million account from GGT in
June (Campaign, 30 June).
M&C Saatchi’s debut 30-second commercial stars the late Poet Laureate,
Sir John Betjeman - a feat the joint managing director, Nick Hurrell,
says was ‘not easy’.
The ad uses a clip from a famous, real-life television interview with
the poet, featuring a journalist pushing him in his wheelchair and
asking: ‘John, have you got any regrets about your life? What you have
done or have not done?’ Betjeman’s reply was: ‘Yes. I haven’t had enough
sex.’ This is followed by the new endline.
According to Hurrell, the ad is the first of many treatments on this new
theme. The advertising is designed to widen Sekonda’s scope by focusing
on the emotive elements of time. However, it retains Sekonda’s
irreverent, humorous style and use of famous characters.
‘This is a long-term idea, and the start of a campaign about value,’
Hurrell said. ‘It keeps Sekonda’s irreverent tone in a category that
takes itself rather seriously.’