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Timex watches launches its first advertising campaign for ten years

this weekend with a series of national press and poster ads by Fallon

McElligott.

The ads allude to the difference between the perception and reality of

time. Using a simple blue background and a discreet image of the Timex

Indiglo watch, the eight ads tap into people’s individual experiences of

time.

Lines include, ’despite what you may have heard, this week is not

actually going really slowly’, ’we’ve had some complaints that Monday

was a really long day, but we’ve checked and it wasn’t’, and ’our

research shows that there are, in fact, enough hours in the day’.

A further four executions are based on ’conversion tables’ and offer

appropriate times for activities such as sleeping and eating. A ’nap’ is

defined as lasting one hour 33 minutes and two seconds, while

’suppertime’ is deemed to be officially 10.34pm.

There are also tables giving ’accurate’ readings for approximate

time-scales such as ’yonks’ (18 months) and ’tick’ (1.1 seconds).

Robert Senior, a partner at Fallon, said: ’The conventions of watch

advertising dictate that everything must be about absurd levels of

accuracy. In reality, most people understand time-keeping in a more

emotional and elastic way. These are the people for whom the Timex brand

is relevant.’

Alyson Green, the marketing director of Timex, said: ’The Fallon team

have given the Timex brand what it sorely needs and richly deserves - an

enduring communications positioning and outstanding creative work.’

The campaign was designed by James Townsend, art directed by Richard

Flintham and Andy Jex and written by Andy McLeod and Rob Potts. Media

planning and buying are through Rocket.