Shock! A watch ad with an IDEA

This is the first watch ad I've seen for quite a while that a.) doesn't feature Roger Federer b.) actually stirs some desire to buy the product (or at least find out more) So top marks there HNMS/Tax Free Film. Whilst the soundtrack and voiceover (in our humble opinion) lean a little to the cheesy side, well done Omega for being bold and commissioning this piece. At least it has a strong and clear creative idea (a man-made creation that's almost more perfect than nature). The thing about modern advertising, having worked from the inside out for over a decade, is that the boldness of the creative work the brand puts forward sometimes sends a message beyond just that you see/hear in the advertising itself. Bold pieces like this tell the consumer "Hey we are a company that will take risks, that can organize and align itself and agree on its communication" - in other words, good creative work and bold branding tells the consumer that you're more likely to be a company that will be innovative in its products and bold in its offers - a company, in other words, that's more likely to produce better, more exciting and bolder products. The same CEO that signs off this ad, is signing off of the next wave of product development for Omega. I suppose I'm writing about the 'hidden' messages put out by ground-breaking branding or advertising. Just like Honda's famous "Cog" TV commercial in the UK by Wieden & Kennedy, only a company that truly embraced its slogan 'The power of dreams' could commission and have the commitment to spend behind such a production. Sometimes that in itself is the most powerful message, especially as consumers become more and more savvy at rejecting 'false' or 'dishonest' messaging from brands...