Watches are, in themselves, technical items, complex mechanisms, metal and glass. How, then, do they come to mean so much more to us, to be so much more than a cold piece of technology? One of the most important factors in this process is advertising. Many watchmakers choose a number of famous ambassadors, who then feature prominently in various commercials, lending their aura and personality to the timepiece.
One of the most interesting examples is seen in the story of the watchmaker who, in the 1960s, developed a model that was chosen as the only watch to be worn by astronauts involved in the Apollo missions. This most commendable accomplishment, however, was not enough in itself to make the posters and TV commercials forty years later, in 2009, when the company preferred the face and voice of John F. Kennedy in his famous 1962 “we choose to go to the moon” speech. The 40th anniversary of the moon landing thus rekindled the light of admiration in peoples hearts, and the special edition watch from the ads was all the more appreciated.
Watches record time and therefore serve as a reminder that our minutes and hours are a precious and by no means infinite commodity. Celebrities have always been some of the busiest people on the face of the earth, and all the more so in the 21st century. It is then no surprise that when Andre Agassi, famous ex no.1 in tennis, started a Foundation for children, putting much of his time and effort into it, a Swiss watchmaker moved to associate itself with the champions message to the world.
Some ads take celebrities and put them in regular, day-to-day situations, sort of snap-shot style, so as to bring the product even closer to the publics heart. One such campaign presents Leonardo DiCaprio, Maria Sharapova, Tiger Woods and Lewis Hamilton in meditative postures, holding a watch in their hands and speaking of keeping the dream alive even when through a rough patch. Another brand also banks on its ambassadors being depicted in normal situations, and the team of photographers went to each of their cities to capture them as close to real as possible.
Some watches have become famous by clasping the wrists of celebs on the silver screen. The endearing mad scientist Doc Brown (played by Christopher Lloyd) wore, in the smash hit sci-fi movie “Back to the Future”, a certain watch that was then much sought after on e-Bay. The supreme good guy action hero James Bond started out with one make of watches (when Sean Connery was playing the part) but in recent installments (since Pierce Brosnan) has switched to quite another one, which shows that some advertising interests are involved.
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MLA Style Citation:
Harrison, Paul J. "Stars & Watches – Celebrity Ads." Stars & Watches – Celebrity Ads. 24 Jun. 2010. uberarticles.com. 8 Feb 2016 <http://uberarticles.com/business/sales/stars-watches-celebrity-ads/>.
APA Style Citation:
Harrison, P (2010, June 24). Stars & Watches – Celebrity Ads. Retrieved February 8, 2016, from http://uberarticles.com/business/sales/stars-watches-celebrity-ads/
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