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Published on .

MAHWAH, N.J.-Lorus Watches takes TV viewers on a roller coaster ride this summer to show the simplicity of its Lumibrite glow-in-the-dark watch.

With the tagline "Simply brilliant watches," the spot moves from dark tunnels to bright sunlight-and plenty of jiggling-to show how easy it is to read and requires no button pushing.

Shot at Tivoli World in Malaga, Spain, the $5 million-plus spot TV campaign from DCA, New York, will run in 12 markets from Aug. 7 through Oct. 16.

Western International Media, Los Angeles, handles media, breaking in markets including New York; Detroit; Kansas City, Mo.; Dallas; Miami.

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