Tagged, "Success. It's a mind game," a new spot maintains the brand's high status/high risk appeal with vignettes of the sporting set in the urban jungle and beyond. Tony Kaye, working through production houses 1/33, Paris, and Tony Kaye Films, Los Angeles, shot the b&w commercial, which is laden with surreal scenes. To the backbeat of terse drums and the watch's second hand, visual substitutions bring danger to the playing field: a swimmer's breakaway freestroke is intercut with an approaching shark; a relay team passes off a sizzling stick of dynamite; and an equestrian circling on a high-rise rooftop ends with a skyscraper steeplechase.
Explains copywriter Michael Zambrelli, "In the top level of performance in sports, it becomes a mind game." The campaign aimed to put a more positive "achievement-oriented spin on pressure as a motivating force."
The commercial, which is airing worldwide, is accompanied by a trade print campaign that follows a similar visual vein, with photography by Nadav Kander, Russell Porcas and Russell & Connie Guzman.
Credits to Boulogne-based creative directors Marie-Catherine Dupuy, Jean-Claude Jouis, Remy Noel and AD Eric Holder; music by Jenkins & Ratledge.