BASELNEWS 2010Tissot launches new advertising campaign - In Touch With Your Time
In its revolutionary new global campaign, Tissot rewrites the rules of watch advertising. Using the claim “In touch with your time”, a series of executions featuring brand ambassadors presents luxury as being accessible rather than exclusive. This striking black and white print campaign originates from the lens of the Los Angeles based art and fashion photographer Jeff Burton. The refreshing approach of the resulting campaign provides further visible proof of the established Tissot signature: “Innovators by tradition”.
Driving the success of the most popular traditional Swiss watch brand is the justified trust customers all over the world have in the quality and pleasure offered by Tissot timepieces. Millions of wearers evidently refuse to compromise and the campaign specifically congratulates them on their discerning selection of a stylish Swiss-made watch. The campaign’s approach focuses on the idea of substance, the unquestionable quality attached to traditional Swiss craftsmanship and style, a truly appealing watch design. Some markets will even display the prices of the products in the advertisements to underline the watches’ accessibility.
In touch with lifestyles
The new global Tissot campaign, to be launched in March 2010, captures real moments in the lives of ambassadors, Danica Patrick, IndyCar® and Nascar® driver, Deepika Padukone, actress, Barbie Xu, actress and model, Michael Owen, European Footballer of the year 2002, Nicky Hayden, 2006 MotoGP world Champion, Zhong Man 2008 Olympic sabre Champion and Huang Xiaoming, actor. Reality seamlessly merges with glamour, a speciality of Jeff Burton’s work. A variety of locations for the shoots, local to the ambassadors, enhance the campaign’s integral authenticity. For example, Michael Owen had the backdrop of moody Manchester skies to contend with and Danica Patrick was captured on Malibu Beach in California. The latest Tissot innovation is a powerful pledge to lead the way to a highly modern approach to luxury advertising.