SWATCH: NO TIME FOR USELESS DIALOGUE

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Following a theme that director Gary Johns says was meant "to be provocative in an amusing way," he and Jeff Gorman of Johns & Gorman, Los Angeles, recently directed a new Swatch campaign that uses a clever series of wordless vignettes to evoke the characteristics of a new line of watches. Tagged, "The others just watch," the interna

tional campaign, created by Barbella Gagliardi Saffirio, Milan, further adopts what Johns calls a "soft sell, here's-a-groovy-watch" approach, including one commercial that takes place inside a tattoo parlor where a woman gets a wrist tattoo that matches her colorful Swatch watchband.

In another spot, which is several light years short of current American standards of political correctness, a sushi chef, grunting like Tojo in a

WWII propaganda flick, races to finish slicing up a sushi tray for a demanding CEO, who's timing him with a Swatch stopwatch. Just as he passes the time trial, and smiles with relief, the boss ushers him into a conference room where an endless row of execs are ready with their Swatches, fingers on the stopwatch button.

And in a third commercial, set to a quintessential '50s tune, a woman is driving her convertible through a car wash when a bee attacks her. Flailing around in the car, she accidentally throws open the top, unleashing a waterfall that ruins her hairdo and upholstery, but not her waterproof Swatch.

Agency credits to creative director Pasquale Barbella, copywriter Roberta Sollazzi and art director Giovanni Porro.

Editing by Filmcore/Los Angeles' Michael Bartoli; music by composer/sound designer Chris Bell of Bell/Page Music, Los Angeles.

Showcasing just one of the store's rotating murder scene window displays, this Mysterious Bookstore poster was created by New York's Altschiller & Co. writer Kevin Mooney, art director John Gellos and CD David Altschiller. Photo by Peter Reitzfeld

Kirshenbaum & Bond's new Citibank credit card campaign reveals the hidden truth behind charges. Credits to writers Michele Paccione and CD Mark DiMassimo, and AD Marcia Luce 10

While a print campaign from beleaguered Saatchi & Saatchi/London for BP borrows from classic Victorian caricatures in its effort to illustrate various professions, the ads don't try "to lean backward," says AD Vivian Walsh. Rather, they try to express teamwork and put a friendly face on the oil giant, explains Walsh, who paired with writer Jo Tanner.

The ads link stories of BP relationships-often told in delightful tongue-twisters-with photos by Geof Kern, who devised such modern caricatures as a dough faced baker with a croissant mouth. Try saying this headline fast: "BP, who bring billions of barrels from the back of beyond, now bake biscuits in

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