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"This ad asks what the consequences would be in Europe if everybody in Asia jumped at exactly the same time. Of course, to orchestrate such a feat, one would need millions of accurate timepieces - and that's where Swatch comes in. A really cute and original idea, executed well. It makes the brand look both professional and credible." The ad was written and art directed by Mitch Levy and directed by Mehdi Norowzian through Joy@RSA.