Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Fresh Licks

Published on .

Timex has a new MP3 system and The Sloan Group has a two-ad print effort to go with it, shot by none other than design whiz Todd Oldham. Simply eliminating the opening "it" of "It takes a licking and keeps on ticking," revitalizes a classic slogan and allows the line to "reference the hero in the ads," says Sloan CD Wyndy Wilder. The visual formula "is a mixture of wit, style and sexiness - three attributes that are essential to reaching the male teen-to-young adult market," she adds. And for a bizarrely self-reflexive touch, each guy in the ad is holding a magazine showing the other ad. Slick!

Client: Timex Agency: The Sloan Group CCO: Cliff Sloan CD/AD: Wyndy Wilder Photographer: Todd Oldham

Most Popular