Italian luxury watch maker's ads put 'Time on the skin'

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ROME - The ad campaign for the new collection from watch maker Lorenz uses the emotional connection between two lovers to illustrate the important place that the luxury timepieces hold for their owners.

The TV spot will also include a romantic song called "Paris, Les Paris" by Paolo Conte, one of Italy's best-known singers. The song is from Mr. Conte's soon-to-be released CD called "Razmataz."

Called "Una donna" -- Italian for "A woman" -the spot shows a woman looking at the Lorenz watch left by her lover. She holds the watch, closes her eyes and clearly thinks of him, feeling less lonely because he left it behind. When her concentration is at its most intense, the phone rings and she hears his voice. The tag line is "Il tempo sulla pelle" - a difficult-to-translate phrase that roughly means "Time on the skin."

Milan's Marani/Omnia.COM produced the campaign, which will also include some print and point-of-sale publicity. Budget figures were not released.

The spot was developed to promote the new "Monte Napoleone" line of timepieces, which are named after Milan's most posh shopping avenue.

The spot, which will air through January, will run on pay-TV channels Stream and Tele-piu, in addition to several relation cable stations.

Copyright December 2000, Crain Communications Inc.

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