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Seeking a higher authority, a new Timex :30 from Fallon McElligott takes a playful twist on product comparison spots while also poking a little fun at the questionable ethics of the advertising industry.

Directed by Roger Woodburn of London's Park Village Studio, the commercial for Timex's Indiglo luminous-face watch takes place in a cathedral, where a spokesman is searching for someone to participate in his trial comparison. "We realize there still might be a few people who don't trust TV commercials," he says as an aside, "so we came here."

He meets a clergyman who testifies that the Indiglo is indeed brighter than a conventional watch face. But when the spokesman tries to make a fast exit, the reverend stops him. "Oh, stay awhile son," he pleads. "We don't get many advertising people in here."

"We started to think about credibility in a tongue in cheek way," says copywriter Bruce Bildsten, noting that they took special care in casting for the subtle humor. "We wanted to spoof the authority figure by taking it to an absurd level," he adds. Other credits to art director Dean Hanson and creative director Bill Westbrook.

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