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Swatch and Joshua "Shake the World"

By Published on .

Swatch 'Shake the World'
Swatch 'Shake the World'
If everyone in Asia jumped at exactly the same moment, could it cause a reaction on the other side of the world? That's the question posed by a new spot from Swatch and British agency Joshua, directed by Mehdi Norowzian of RSA. Building suspense by showing many different types of people doing the same thing, we see business people standing on their conference room table, families standing on their couch, subway riders hanging in the cars and a kung-fu master levitating, waiting for the perfect moment to let gravity take hold. As the laws of physics say, for every action, there's an equal and opposite reaction.
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