3. Existing Product
The majority of the advert consists of a large image depicting a coastal scene. The picture is split in two by a wave, which is
beginning to break. Two pairs of animals are shown either side of the barrier, a bird on the left and a shark on the right. On the
surface the bird seems to be taking flight to avoid the shark. However, there is a deeper meaning behind it, a juxtaposition of
calmness and chaos in this image that is repeated several times. In the left side of the image this can be seen in the tranquility of
the evening sky, but the chaos is present with the aggression of the wave. The right side shows the calmness of the ocean
beneath the waves, the water not as furious behind the breaking. Chaos is seen in the choking darkness that envelopes the edge
of the page. The animals also represent this, though they are reversed. The bird, a symbol of peace but is seen to be in a hurried
state as it attempts to flee the crushing wave. The shark, a man-killer and theme of horror is shown to be gliding through the
water with no such intention.
‘Engineered for men who believe life is an adventure.’ is the slogan of the advert. The use of the word ‘adventure’ implies travel
and exploration. Exploration is a significant word as the animals in the image live in environments that are vast compared to
themselves. Both the sky and ocean are shown to be massive in the photograph, massive and unexplored. The exotic scenery and
wildlife are a sign that this is not an environment that many journey to often. This is not the only reason that these animals have
been shown. One thought behind the bird and the shark is that they are both competitors in the environment. As seen by the
large wingspan and the elongated beak, the bird clearly hunts its prey in the ocean, as does the shark. They are both top of the
food chain as they both are experts in hunting. Other beings at the top of the ‘food chain’ are those in the target market for these
luxury watches. Having to have lots of money, and therefore highly paid jobs. The inclusion of the sharks and birds can be taken
more literal as they show the capabilities of the watch: aviation and diving.
The colours used in this advert are used to compliment the colours of the chosen product. The watch shown in the ad has a very
diverse scheme, with the case being made from a metallic, bronze colour, the strap from a black, resin-like material. These match
with the image in a number of ways. The bronze is very noticeable in the dusky, sunlit sky. This is positioned behind the birds, the
IWC
4. Existing Product
place where the eye is caught first. This colour shines onto the water and illuminates a mountain range, setting the colour scheme
for that portion of the page. The hands on the watch are a white, which is picked up from the water in the breaking of the wave. It
is also seen in the banner located at the bottom of the page. Finally the black colouring on the strap and the lugs is shown with
the darkness in the depths of the water. The balance between light and dark is clear in this image. Divided by the wave, the
brightness fills one section and the darkness the other. The warmer colours, yellows and oranges are situated to the left of the
wave. Greens and blues, the colder colours are located on the other side of the barrier, which is a mixture of both. A similar thing
happens on the watch as the two contrasting colours are used to highlight and separate different areas to create a prestigious
looking timepiece.
The composition of the advert has been done very well that is aesthetically pleasing to the eye. It is a layout that is not
uncommon in the marketing world, but one that is not seen often in the world of watches. Overall the whole ad is not one that is
common for a luxury brand, but the use of the banners and captions brings it to that level. The use of the birds have been to great
effect. Their wingspan, along with the positioning in front of the lighter areas of the sky means that the eye is naturally pulled
towards them. This is where the slogan has been placed. The product has been placed in an offset position, which is a trope of
adverts. Conveniently this means that it is underneath the shark, as though the animal is protecting the watch. It has been placed
with half of the face on the bottom banner which helps to bring the two pieces together into one advert, instead of a photo of an
ocean with a white border. Although there has been text placed along this strip, it leaves a large gap between that and the
product. This further increases the aesthetics of the adverts, but in a way give its prestige more credibility as the product cannot
be spoiled by the presence of the text. The company logo has been placed beneath to identify the product.
Despite the small amount of text on the advert, the font does differ to account for its multiple uses. The slogan has been printed
in bold and sturdy-looking characters. This works well though, as anything more eloquent may have been too much along with the
complexity of the image. The boldness contrasts well with the beauty. A plainer text has been used to scribe the information
IWC
5. Existing Product
at the bottom of the page. This is neatly arranged into two blocks of text. The use of elegant characters has been reserved for the
logo of the company which consists of the words ‘IWC’ and ‘Schaffhausen’. The characters of these words, in their recognisable
font, fits well with the overall image. They tie in nicely with the elegance of the watch and of the image above it, but also
contrasts with the bold characters of the slogan. Not a lot of information has been littered over the page, as it would seem the
less text the better.
The theme of power is very clear within this piece of advertising. The image depicts the force of the wave as it crashes on the
surface of water below, the bird fleeing its path. The bird itself shows its power in its huge wings that beat down to propel its body
forward. Although the themes of power do not relate to things that are present in other adverts, they are still present. The most
obvious is the image of the shark. Infamous as one of the deadliest sea dwellers, it is a symbol of both power and fear. The use of
shark does not stop there as the positioning of the watch relates directly to it. With the shark hovering menacingly above the
watch it transfers this aura onto the product, making it a statement of power.
This advert was an interest as it chose a subject matter that is not often related to the world of watches. It is common knowledge
that IWC supports ecological reserves in order to maintain the planet, this said most adverts would go images of powerful vehicles
or of celebrities sporting the products. This image depicts this agenda with photographs of two mighty animals that could be seen
as being too distracting. The advert is powerful and works well with the image.
IWC
7. Existing Product
The television advert opens with mountain scenery, the clouds traversing the sky as though filmed in a time lapse. The sun breaks
through the clouds and the shot changes. This new angle shakes violently and the roar of an engine is heard. A Spitfire is revealed.
The narrator opens with “I have seen the world from every possible angle”. The shot changes to a POV of the plane inverting. It
cuts to an interior shot of a modern aircraft, the display showing that the plane is upside-down. The artificial horizon wobbles as
the jet completes the roll that the older warplane began. Already there is hidden imagery. When the plane spins, time advances
(as shown through the transformation), like the rotation of the hands on a clock. Not to mention the direction of the spin is clock-
wise. The narrator says “I have been to heaven and back”, noting the better technology and therefore meaning the higher altitude
that is achievable. This is the first nod to the target market consisting of Achievers, as they are people who like to reach new
altitudes. This part of the advert ends with the jet landing on an aircraft carrier. This transitions nicely from sky to sea as the next
shot shows a catamaran powering through the water.
The narrator continues, “I have travelled the world for the world’s sake”. With this a subtitle appears and gives context. The
catamaran in the advert is called The Plastiki. The famous vessel that travelled the oceans and visited many ecological preserves.
The craft itself was made from 12,000 plastic bottles and other waste products. It is one of the first mentions of the numerous
charities and societies that this specific company associates itself with. IWC earned itself a carbon neutral certification.
The scene transitions as the camera is submerged by a large wave. It reveals a free-diver exploring a reef. A subtitle reveals the
diver is from the Cousteau Society, an organisation observing ecosystems in the ocean that helps brings understanding to millions
about the importance of underwater life. The advert has already begun to appeal to more than one audience. Typically this would
be the Achiever, but large portions of the advert have been dedicated to enticing the Socially Conscious Type A. This group is
aware of the effect on the natural world and hope to preserve it. The advert has shown their company to helping many causes
that the Socially Conscious will appreciate. The advert is pushing the idea that by purchasing a watch the costumer is helping
these charities, and therefore the world.
IWC
8. Existing Product
Over this section of the advert the narrator states, “I have always reached what I wanted to reach, and still I dive into new worlds”.
This is true of the watch as the evolution of technology will mean that dive watches will be able to increase their depth. However,
these words will resonate with the target audience. Achievers will find these words inspiring as many will be from the business
side. The language will be often be very true to heart.
The scene transitions, revealing a line-up of watches. “I am the sign of a different state of mind”. This not only relates to the
world-saving theme of the advert, having a different state of mind and being conscious of the crumbling environment, but also
ties in with the Achiever target market. It shows the agenda of IWC is not just to sell watches but to also preserve nature.
The final shot is the company’s slogan, ‘Engineered for men’. It is an interesting slogan as you would think that would eliminate
half of their customers, dissuading all women from purchasing their watches. I think it has a broader meaning, using the word
‘men’ as you might use the word ‘man’, as to describe the human race. The slogan yet again suggests that by purchasing the
company’s watches, it furthers the human race due to the all the eco-friendly sponsorships and charities. It is saying by buying a
watch, the customer is saving the planet.
This advert is primarily targeted towards the Achiever. The language used is especially appreciated by this category of people,
which is to be expected from a company selling luxury watches. Those in the market for one have had successful careers. With
lines such as, “I take on every challenge” and “Always reached what I wanted to reach” combined with arduous tasks such as
circumnavigation or piloting a warplane it is clear to see who the target market is.
An interesting aspect of the advert is narration. The dialogue seems to be personification, as if the watch is talking. A clear
example of this is “I have been to heaven and back”, although more literal than some of the other lines, it backs up the idea as it
does sit upon the wrists of pilots and sailors.
IWC
9. Existing Product
The final line, “I am the sign of a different state of mind” is one that suitably concludes the advert. This can be taken in a number
of ways. It could be seen as IWC telling its customers that the jewelry is a label informing the wearer’s peers of their superior
mindset. However, it most likely relates back to the environmental aspect of the advert. It informs the customer of their choice to
help the planet, and their forward-thinking mind that many people do not adopt.
Another thing to note is the use of “I” at the start of every sentence. This may be a neat tie-in with the company name, IWC, on
the surface but a trait of the Achiever is individuality. Although many of the messages relate directly to the Socially Conscious
Type A, the imagery of power and wealth will relate more to the Achiever and so I believe that this is the primary audience of this
specific piece of advertising.
IWC
11. Existing Product
The focus of the advert is the photograph of the actor, John Travolta, sitting in a film-set studio chair, on a large runway. He is
beside a large, jet-like aircraft. He is situated in a large and desolate desert, which appears to be similar to Reno, Nevada, where
the Breitling Air Race is held. Surrounding him are a number of studio lights that shine onto the surface of the tarmac. These
vaguely border the area of interest within the image. Along with the chair, these relate to the prosperous acting career that
Travolta has held. Two of the lights point in the direction of the actor, in the direction of the centre of the advert. The reason for
John Travolta being in the advert is because of his ability to pilot aircraft. The runway can be seen to be clear, but other, much
larger planes reside in the background of the image. This shows the scale of the landscape and also a sign of power as Travolta
stops all air traffic to sit in the middle of the runway. The slogan, ‘Welcome to my world’ is effective as it has multiple meanings. It
could imply that Travolta is giving an insight into his life. However, it also implies that those who purchase a Breitling are
welcomed to their ‘world’.
The colours used are ones that are bright, however a filter has been placed over the entire image which gives it a muted, almost
grey look, as though fast approaching dusk. This grey is strategically used to resemble the grey colour of the watch. The damp
runway reflects most of the colour in the sky. The decision to make soak the tarmac in water is at first odd, but there is good
reason behind it. The actor’s clothes, the plane, the footer and theme all make the final product a dark image, but much of the
colour is restored with the reflection of the sky and the lights in the surface of the runway. The colours are also used to divide the
image in two. The two areas of blue sky are divided nicely with the grey-yellow hills seen in the distance. The fade from blue to
yellow in the sky also draws the eye to right of the advert, where the lighter areas and the product are.
John Travolta is located to the left of the ad, whereas the watch and the plane are to the right. This is a good use of space as it
results in the whole image has content, with little to none unused areas. The slogan for the advert is shown above the aircraft,
reading ‘Welcome to my world’. Positioned here it draws the eye to the image of the plane, and the imagery of power. The
product is shown below the nose cone of the craft, as though the arrow shaped feature points towards the wristwatch. The strap
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goes off frame, but the majority is shown on the opposite side. The case and face are fully visible, which are the selling points for
most. The information describing the relevance of both the actor and the aircraft sits below the chair to the left of the ad. There is
a slight between the text and the edge which produces a sleek border. Underneath this is the website address for the company.
This leaves lots of empty space on the page but it would suggest that the customer does not want to read too much about the
product or company. The Breitling logo sits underneath the watch, slightly to the left. It lines up with the nose of the plane. The
use of the yellow colours brightens the footer enormously despite the logo being so small. A reference number to the specific
product can be located underneath and to the right. The location of the various elements are balanced with the central aspect of
the advert, John Travolta. Very little is situated on his side of the image, whereas the plane, the watch, the logo and the slogan is
seen at the opposite end of the advertisement.
Despite the small amount of text, there is a variety of fonts. The majority is that used by Breitling, Copperplate Gothic. This is used
on the logo but also for the URL displayed underneath the caption of the photograph. This is used to great effect as it matches all
branding on the page. The slogan for the advert seems to be in a font similar to Calibri. It is plain but easily readable from a great
distance. The caption is in the same font. All of the text is white, apart from ‘Welcome to my world.’ which is reversed to contrast
with the light sky beneath it.
The theme of power in the advert is demonstrated through visual elements. The first and most obvious is the large, space-like jet
that sits on the runway. The pointed body and small wings is unlike most generic aircraft. The caption states that it is capable of
reaching the outer atmosphere, meaning that it must be one of the most powerful planes on the planet. Another symbol is the
use of actor John Travolta. He sits in a film-studio chair that is usually reserved for the most important people on set. The scale of
the surroundings and the vastness of the runway show this as well. As stated before, the location of the actor and the plane in the
centre of runway shows the power it must take to halt an airfield.
Breitling
13. Existing Product
This research will influence my final product as I have taken many things from it. A large detail to note is the thought process
behind the composition and the structure of the image. The water on the surface of the ground encourages more colour onto an
otherwise dark photograph. This level of planning is something that I must achieve myself in order to produce the best possible
advertisement. It makes me aware that I must have the details planned before production begins.
I can also learn a lot from the composition of the advert. Elements such as the primary and secondary font are things that I didn’t
begin to think about until covering this particular ad. The brand’s font was primarily used in the advert in any Breitling related text.
A secondary font was used in large bodies of text and even the slogan of that particular ad.
The use of the header and footer was eye-opening as they used a large percentage of the page. The footer I remarked upon, but
the header I didn’t. It is used to great effect as it adds the finishing touch to the advert and encloses the top of the photograph.
An interesting approach that has been taken is the use of space. All elements are sparsely placed with small amounts of text. This
suggests to me that the sort of the audience that this advert targets is not one that appreciates having to read lots of information.
The product name is given, along with a reason behind the photography, but that is all. Lots of blank areas have been left, which
makes watch adverts so different and therefore intriguing. It appears to be a very visual market.
Breitling
15. Existing Product
A black screen fades in to a title reading, ‘Welcome to the world’s fastest motorsport’. It then fades to a crowd of spectators,
viewing a large runway. Several quick shots of preparation of planes are seen. A camera pans forward into the crowd and a
caption appears, ‘Reno, Nevada’. There is a shot of an engine being polished and air traffic control preforming preparation. A whip
pan cutting once more to the stadium is coordination with a blast of instruments from the music. The pace becomes much quicker
and shots of the planes taxiing and their rotors turning become frequent. The Breitling flags are shown flying.
A shot of the sun silhouetting a plane is shown. The camera pans from the tail to the nose of the aircraft. A flag reading ‘Reno’ is
shown flying below another flag sporting the Breitling colours and logo. Next there is a close-up of the crowd, this time waving at
the camera.
A wing of a plane is shown, it sports ‘I wanna go fast!’. A close up of the pilot’s wrist is shown. On it is a Bretiling. Next it shows the
pilot putting on his oxygen mask. Several similar shots follow this. The rotors begin to turn and three different shots of the planes
taking off are shown. A final shot, this time POV from the plane, is shown before a compilation of the aircraft racing. The music
changes drastically accordingly. The shots cut between exterior and interior shots.
With this advert being so different from the average, there is not much to describe. The video is primarily a compilation of the
Breitling Air Racing Team, but this is not to say that it lacks the qualities that other adverts possess. The extensive use of close up
shots, especially those taken from the runway and other exclusive areas suggest a number of things. It shows the extent to the
Racing Team’s crew and the number of the people who are part of the aviation side, but it also suggests that by owning a watch
the customer is introduced into this world.
The way in which the video is edited and presented suggests to me that it is aimed at a different market from all the other watch
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brands. Instead of targeting the Achiever, it seems to be focusing its attention to the Emulator. Breitling is known for its aviation
roots and any established pilot is going to purchase that brand of watch, so it targets those who desire to be like the pilots.
Emulators seek the level of achievement that Achievers have, but more to seek approval from their peers. This is why the video
keeps cutting to shots of the crowd cheering at the pilots and the planes. The pilots are idolised, crowds of people swarming them
at the award ceremonies and receiving autographs. This imagery is specifically targeted towards Emulators who recognise the
attention and want it for themselves.
The slogan for the company, ‘Instruments for professionals’ is also true of this. The watch is something that most serious pilots
will invest in. Rolex is known for diving, Omega driving and Breitling flying. The slogan is therefore primarily targeted for those
emulating the pilots.
The use of text in the video also is curious as it slyly provides the viewer with messages of emulation. This is clearly shown in the
wing decal reading ‘I wanna go fast!’. An Emulator watching the pilots travelling at high speeds may say something similar.
Breitling
18. Existing Product
The advert shows a watch on a black background. A spot of light is shown towards the centre of the page, behind the product.
The face of the watch points towards the wall of text. A lens flare is situated on the top right lug of the watch, it pierces the void
of darkness. The chrome-like surface reflects light from an unseen source. Already there is imagery suggesting that Rolex shines
even in the pitch black. The title of the text, 'Live for greatness' is separated by the text so that it stands out.
The majority of the colours are dark. The background is completely black which makes the rest of the colours so much more
striking. The shine behind the watch appears to be blue in colour, which works well with the light blue colour of the watch face. It
also compliments the metallic surface of the watch which shines in the void. The Rolex green stands out clearly and suits the
colour scheme of the advert very well.
The top half of the page focuses on the lines of text that are visible whereas the bottom half is filled by the image of the watch.
The text does not exceed a specific width and is kept in line with the edges of the face, leaving large borders either side of the
product. The title, “Live for greatness” is split in two. The ‘greatness’ is placed nearest the watch face so that it is the first thing
read on the page.
There is only one font used in the advert and it is simple. The majority of the text has been scripted in a small wide font that
utilises the space well. The title of this text has been presented in a taller variation. This appears as more elegant despite the
small amount of differences between itself and the other. The spacing of characters varies with the line it sits upon. This keeps the
text even and in line with the borders of the watch sides.
The theme of power is shown through mainly through the brilliance of the light shining onto the watch and reflecting off the
surface. It is also seen in the light shining behind it, resisting the darkness that swallows everything else. It suggests that the Rolex
19. Existing Product
is able to still stand out even in the dark void of nothing. The power theme is also seen in the content of the text in the advert.
This uses powerful language to convey its message of ‘greatness’. The themes within are those of power and tenacity, stating that
‘greatness is a journey that never ends’. This sort of message is one that can be found throughout my research.
This advert caught my eye as it is very different from the others that I have researched. It only features the product whereas the
others incorporate a figure of popularity or a dramatic setting, often both. This advert utilises colours and text to its advantage as
it manages to convey the same message as the others without many similarities between them.
21. Existing Product
Shots of a pristine facility open the advert. Various documents fly into frame as though carried on a gust of wind. They are blown
towards the series of buildings. The majority of the complex is revealed and to the left of the frame the Rolex logo and lettering
can be seen atop one of the glass buildings. This is subtle and can be easily missed so it is an interesting choice for it to be placed
in frame to start with. The complex is shown to be very sleek and modern, almost futuristic in a sense, certainly utopian. A large
mountain range can be seen in most exterior shots. This could be relating to the heritage of Rolex and the mountains the Swiss
Alps.
The scene transitions to an interior shot of a lighting fixture with the documents spiraling in a downwards motion. Two sheets of
paper flare up before the camera and reveal a captioned picture of Hans Wilsdorf, the founder of Rolex, and a dictionary excerpt
defining the word ‘tradition’. This relates to the designing process and the techniques now used by the company started a century
ago. The shots then switches to a person lifting a molten metal out of a fire. It is poured into a cast. This is the first imagery that
relates to Achievers. The forging process is dangerous, but with high risk comes high reward, something that will relate to most
Achievers in a business setting. Rolex also show them doing the metal casting themselves, giving evidence that they are self-
sufficient, like most Achievers who relate to themes of individuality. The production process could also relate to how a cast of
molten metal is turned into a luxury watch, or how a businessman starts out and gradually becomes more successful. The theme
of ‘rags to riches’ is one that appears frequently in this part of the market.
It cuts to a darkened room. The excerpts now read, ‘limitless’. A production line is shown in the semi-darkness. As the documents
sweep through the room the lines progressively switch on. This suggests that the assembly line cannot commence without the
papers, the values and standards that Rolex aligns to. The limits of the watch are then tested as it enters a chamber of water. As
bubbles of air surround the watch time slows and it transitions to a shot of laboratory-looking environment. Another paper flies
towards the camera, this one showing the definition of ‘enduring’ which is ‘of lasting quality’. This refers to the quality of
production and how the final result will last for years after it is finished. Watches last so long they are often past down many
Rolex
22. Existing Product
generations. Two technicians are then shown in lab coats. One is younger and the other much older. The older one is
demonstrating the craft to the younger, depicting the passing of skill from master to learner that links with the theme of tradition.
It also refers to the passing of watches down the generations.
The camera moves off to show the testing of the product’s endurance. It is swung around a chamber by a piece of equipment. A
slow motion shot then shows the watch as the arm passes the camera. During this period the music changes temporarily to a
more electronic score. The watch is seen to be performing normally under these difficult conditions.
A shot of multiple papers flying down a hallway is then cut to. They fly into a room. This environment is entirely new and shows
rows of counters inside, with technicians at each. It cuts to a close up of a watch being constructed. The coil of wire that regulates
the entire mechanism is being placed. This is what creates the ticking and is often compared to a heartbeat. The music introduces
bells and the chimes are synchronised with the rotation of the coil. This is the moment that all other shots have lead to, it is the
moment when the mechanism first gains life.
The shot then cuts to the drilling process of the watch faces. A laser scribes on the surface before a compilation of those working
behind the production line is shown. A trio of people wearing white overalls walk towards the camera, a woman in a lab coat and
a man in a waistcoat. Behind him are the Swiss mountains, which link to the very first shots of the advert.
A close up of a wristwatch is then shown. It sits inside an open box. The camera pans out, revealing the Rolex complex. As the
camera moves it switches to a different shot, this time retreating from behind the box. The open lid faces the mountain range.
The papers flow from off-screen and are sucked into the watch case, the last papers just getting inside before the lid closes. It
fades to the Rolex logo and the advert ends.
The amount of papers that are seen frequently throughout the advert is significant to the amount of work that is put into each
watch. The individual papers show that the quality is high and also the different values that Rolex goes by. In the production line
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23. Existing Product
shot the lights are switched on progressively. This is in coordination with the introduction of the papers into the room, meaning
that the work cannot cannot commence at Rolex without the standards and values set by themselves.
The imagery of forgery is targeted towards Achievers. The work is dangerous but with the high risk comes a high reward. It also
shown to be difficult and precise work as shown by the speed at which it is completed. The casting is shown as it informs
customers that it is performed by Rolex themselves. This is imagery of self-sufficiency and therefore individuality, as they both are
traits of the Achiever. It also shows how molten metal can become a magnificent timepiece, a rags to riches theme which can
relate to many of the target audience.
The facility interior is shown as dark but not gloomy. The counters and clothing are bright white which contrasts the building. This
similar to the print advert in the way that more colourful tones may not be as professional.
The score throughout the advert is piano based in a very classical style. It begins with just the chords and a simple tune. As soon
as it cuts to the facility an electronic melody is incorporated. This is continued until the watch can be seen in the water chamber.
The music is replaced with aquatic sounds and water rushes around. As soon as this shot has been shown the music resumes. A
much heavier electronic beat is then used in the endurance chamber. A piano begins alongside the slight strumming of a guitar.
The tune comes back with the drilling of the watch faces. The music builds up to the point at which the completed Rolex is shown
inside the case. The score finishes to a close in time with the closing of the lid. A resonating artificial sound plays with the fade in
of the Rolex logo.
Rolex
25. Existing Product
The advert depicts George Clooney riding a motorbike down a winding road. The terrain appears to be sandy, as though in an
exotic and mountainous area. The evening sun shines down on the actor. Clooney wears casual clothing in the form of jeans and a
T-shirt, and of course an Omega wristwatch. He is looking towards his left.
The colours used in the advert are very interesting. The smaller image in the top left shows a separate advert. It is clearly visible
that the colour scheme has been dramatically changed to match the product it is advertising. The larger image has a colder, more
grey look to it, matching the metallic strap of the watch, whereas the smaller image has a more orange-brown colour.
The colours of the clothes that George Clooney wears are mostly dark which contrasts well with the lighter environment.
George Clooney is located to the left of the page with the product on his right. The brand name, Omega, is positioned behind
him, with his head slightly overlapping the ‘O’. This spreads out the content across the entire page. The motorbike on which the
actor is sits is not entirely in frame, however. This is interesting that the focus of the advert is not entirely in the frame. It has used
a similar formula to most adverts. The main image located on one side, with all the information and ‘details’ on the other.
The only text on the page that isn’t the product or brand name are the words ‘George Clooney’s choice’. It is printed, like most
text on similar adverts, there is little lowercase text. The rest is ‘Omega’ and ‘Speedmaster’. As stated previously, the reason for
the small amount of text could relate to the target market that does not want to consume lots of information. I have also come to
the conclusion that watches do not need much explanation. They are primarily symbols of fashion and wealth and the
specifications do not come into the equation much.
Omega
27. Existing Product
The advert opens with TV footage of a rocket taking off. It cuts to a second angle, this one positioned on the launch tower. George
Clooney begins talking about his memories from the event. The premise of the video is a nostalgic compilation of footage from
the 1969 Moon Landing. Clooney reminisces for approximately 45 seconds and in the last 10 he brings the advert to its primary
function, to talk about the watch, the first watch on the moon.
Clooney is sitting in a dark room with the right side of his face in darkness. This setting is appropriate for the advert is it both gives
it an organic look but also relates to the theme of space. The watch can be seen on his wrist as he talks. The description of the
video on the Youtube page states that this was the moment ‘that launched the Omega Speedmaster into history’.
The video uses relatable storytelling that the audience will find charming and nostalgic to push them into purchasing the watch. It
was an incredible part of history and the video makes sure to get this across. The advert suggests that the only way to keep the
memories, like Clooney’s, alive is to capture them in the watch that the astronauts wore on their trip.
‘Our whole lives revolved around space… and Omega was that the watch that went to the moon.’ The clips used in the advert
show the astronaut wearing the watches as they are idolised by the press and the entire world. The final shots consist of the
watch. It rotates as though in zero gravity and a strong glare appears on the surface. The shot then shows the underneath where
information is scribed onto the surface, ‘The first watch on the moon.’ It fades to black and the Omega logo appears.
The advert strongly appeals to Achievers as many will be in the height of their careers and could afford such an expensive watch.
They are also around the same age as the famous actor, which also means that they too will have their own affectionate
memories of the Moon Landing. The score especially helps with the theme, a slow building beat that ends in a gentle melody, in a
melancholy tone. The advert is short but very effective.
Omega
28. Existing Product
The theme of power is very subdued in this particular advert, however it is still present. The main theme of power is the use of
George Clooney. Being a very skilled actor and having appeared in countless films he is a symbol of power. He is influential and
very popular. Along with the composition of him, sitting alone and shrouded by darkness he becomes an idol. The way in which he
speaks and the language shows that he is passionate about the subject.
Omega
29. Research Analysis
Looking at the adverts they all have a consistent theme of power. They also all aim to inspire something greater which I believe is
aimed at the target audience. It suggests the notion that Achivers should purchase a watch becayse they have deserved it due to
all their hard work, all their achieving. This is suggested in every advert, be it 'Live for greatness' or 'Engineered for me who
believe life is in adventure'.
A more literal comparison would note things such as the use of actors. This is tactical as they are of the same age or slightly older
than the age range of the target market. The Achivers can relate the these actors as they are in a similar Physcopgrahpic Status
and age. I believe that the use of younger actors would not have the same effect, having the wrong impression upon the taget
audience that the younger actors have not worked hard as they have to have achieved very similar if not the same lifestyle.
Another thing to note is the use of the colour schemes. Throughout all the adverts these surpise me as they are all quite muted
and reserved, as though they are above being loud and attractive. You would expect an advert to avoid the chance of being
overlooked at all costs, but not in the case of these high-end watch adverts.
The colour schemes and use of language are things that will be present in my product. The colours will be an essential part of the
advert and one of the most important planning. As is the use of language that is not persuarive but almost inspiring. These two
things are quintessential in the world of watch advertisements.
31. Audience research
1. What is a suitable duration of television advert?
2. What is the first brand that comes to mind and a brief explanation.
3. Which is the best brand name and logo in your opinion of out the
three (Omega, Breitling, Hublot)?
4. What comes to mind when thinking of the words speed and power?
32. Audience research
• This person prefers a simpler logo to a more complex one. They also appreciate a much older brand and remember it much
more than any others because of this. I think that getting across the message of tradition and age in my own brand will help
it to become much more successful with the target audience. Fast vehicles also came to mind which is something that I must
consider for the advert.
• I think that a TV advert should be between 1 and 2 minutes to stop the viewer from getting bored.
The longer the advert the longer attention span is needed.
• Rolex. They are the brand that I associate with luxury watches because they have been around for
so long.
• I like the Omega logo the best because it represents the brand name. The Omega symbol is very
neat with no extra bits added to it.
• Cars came to mind, especially F1 cars as they are the fastest ever made. Both of these words made
me think of these.
33. Audience research
• I think that the advert needs to be under a minute long otherwise people might get bored if it is too
long.
• Rolex as they are one of the most respected brands. They are the first brand that people think of
when it comes to watches.
• I like the Hublot logo the most as the use of the H is nice. The other two are not very interesting.
The line going through the H is a nice feature.
• The image that I associate with the words is horse racing. This is because of the connection to Rolex
and also the horses are very fast and very powerful animals.
• Rolex came to mind as the first brand as it is the most respected. It is clear that they have a level of admiration for the brand
which is something that I should consider when it comes to production. I should include imagery and language that will help
to gain this level of admiration from customers. Hublot is the most interesting logo because of the design choice of the
flowing line through the H. It is a interesting thought about horse racing. It was not the answer I was expecting. This said it is
not uncommon for horse racing to be associated with watches as many brands sponsor events.
34. Audience research
• TagHeuer was first thought of which was a change. This is not what I thought was going to be the answer but it is valid and
not too surprising as it is a famous brand. It is because of the brightly coloured logo that it was remembered which is
something to take note of. They enjoyed Omega the most because of the omega symbol which makes it easier to remember.
However, adrenaline fuelled sports such as skydiving and windsurfing were associated with the words which is not what I
was expecting at all.
• I think that a watch advert needs to be above two minutes. The adverts I have seen are this length.
• TagHeuer. This is the first brand that comes to mind because its logo is bright and colourful. It also
has a very different name to the other brands.
• I like the Omega logo the best because it uses the Omega symbol from the Greek Alphabet. It also
has the name which is the easiest to remember.
• I associate the words with extreme sports such as skydiving or windsurfing as one involves going
fast and the other is powered by the wind.
35. Audience research
• No name was produced in the second question but this is still something that can be used. The lack of name begs the
question that watch brand logos may not be memorable to anyone who isn't interested or in the market for one. They may
be to people who buy them but not to 'outsiders'. They did say that the Breitling logo was the most memorable as it was
artistic; the others looked too simple. This is something to consider for my own logo. Natural disasters were associated with
the words, however looking at the IWC print advert this is not a stretch. The use of the wave has been inspired from some
source.
• I think that an advert should be quite short, under a minute if possible. If it is under a minute then
it will stay within most people's attention span.
• I don't know the names of any watch brands.
• The Breitling logo is one that I like the most because it is artistic. I like the combination of the wings
and the anchor and the rope that is tangled above it. The other too look really simple compared to
it and they are not as exciting to look at.
• I think of natural elements when I look at the words. They relate to disasters such as hurricanes and
tornadoes. These winds travel very fast and can destroy man-made objects and buildings.
36. Audience research
• Breitling was chosen out of the three as it incorporates the different aspects of the watches that they produce. It would be
fantastic to create something similar to this as I personally like the logo for this very reason. The wings and the anchor are
very aesthetically pleasing. They also stated supercars as the thing they most associated with the chosen words. This is
something that I now must include as aggressive imagery such as this is expected in these sort of adverts.
• I think that an advert should be less than 1 minute long. People get bored after this.
• Rolex. It is the brand that is thought of when thinking about watches.
• I like the Breitling logo as it shows the different things that the company does in the logo.
• My first thought is supercars. These are the fastest road vehicles and are fast and have powerful
engines.
37. Audience research
• They stated that Omega was the first brand that came to mind because of the George Clooney Moon Landing themed
advertising campaign. This is something that I must take note of as it shows how effective this single campaign was for the
company. They also said how the relevance between the name and the symbol was very effective which is something that I
was considering for my own brand. I believe that this is the right approach for a logo. Cars and planes were associated with
the imagery which only solidifies my comment on the previous slide.
• I think that the advert should be around the 1 minute mark. This will be enough for the advert to
show the item and keep people interested.
• Omega because of the space themed adverts.
• I like the Omega logo because it relates to the letter in the Greek alphabet. The name is also easy
to pronounce and remember.
• I think of fast cars and planes when looking at the words as they both are fast and have very
powerful engines.
38. Audience research
• Although Casio is not a luxury watch brand they have become equal in prestige which a new arrival of some of their product
lines. They have become a staple in the watch industry. They also make an interesting remark the Hublot logo which appears
like a gear layout in a car to them. This is interesting considering their recent adverts that collaborate with Ferrari. The logo
also inspired them to associate the words with cars. This is something that I could to my own advantage in my own logo,
majestic imagery to bring a certain aura of elegance to my brand.
• I think that an advert should be around 30 [seconds] or less. Adverts are too long and the shorter
ones are more memorable.
• Casio because I have one.
• I like the Hublot logo the best as it looks like an H but also a gear stick layout on a car.
• Because of the logo I think about cars, but anything fast relates to them like planes or helicopters.
39. Audience research
• The fame of Rolex is the reason behind being the first brand thought of which is something to consider. The fame of a brand
could be related to the prestige of the brand but also because of the exposure in the media, such as films, television and
online. They also said that the Breitling logo was too complicated and the Hublot too simple. They preferred the Omega logo
because it was more sophisticated, which I agree with. The relation between the name and logo is very appealing. Planes
were associated as they are the definition of speed, being the fastest vehicles ever built which is a perspective that I hadn't
thought of before.
• I think that the advert should be between one minute and one and a half minutes as this is the
average length of TV adverts.
• Rolex because they are so famous.
• Omega because they look and sound more sophisticated than the others. The Breitling logo looks to
complicated and unorganised and the Hublot logo looks too simple. The Omega logo is simple but
relevant.
• Planes because they are the fastest vehicle that can be manually piloted, this means they have
some of the most powerful engines.
41. For these interviews I asked a number of questions, a number of them were of a similar nature to the survey but these were more
focused and individual. For both interviews I started by showing images of a car travelling at high speed and a plane flying. I then
asked the interviewees for words that they associated the images with and the impact it had on them.
The next question surrounded the image of a luxury watch from a reasonably well known brand, Seiko. Once again asked for
words that they associated the watch with. After this I read out three words which were: 'tradition', 'power' and 'prestige'. I then
asked for any words associated with them.
Interviews
Tradition
Power
Prestige
42. Interview 1
I asked the first question and showed the images. The answers I got were: 'speed' and 'torque'. This was reassuring as this
matched the survey I had performed previously, though this was reversed. The images were reported to be powerful, not
depicting power but giving the feeling of aggression and adrenaline.
I then showed the Seiko and repeated the process. This was important as a lot rested on the impressions that my adverts would
leave. The response I received was that it was 'sleek' in design and it depicted 'luxury'. This was most interesting as the model was
intended for diving and despite its rugged appearance received these comments.
I asked the final questions. In response I got the words: 'heritage', 'engine' and 'fame'. These words are an interesting combination
but they solidify my thoughts on the industry as a whole. The word fame was one that cropped in my previous research as one
person believed it to be the result in a particular brand's success.
This interview has given me an insight to some of the things that are associated with prestigious luxury watch brands, research
that is critical if I am to create my own brand and even my own products.
My product will appeal to this audience as it will use language and imagery that will cause a response with them. To target and
Achiever audience it is important to use the right sort of imagery in order for the advertising to be effective with that audience.
43. Interview 2
I started the interview and showed the images of the car and the plane. I got a more technical answer of the words: 'precision'
and 'physics'. This was much more in depth than I was expecting, however I believe these words to relate to my chosen subject.
Both words relate to watchmaking in a certain way, as it is a very precise work and relies heavily on physics.
The viewing of the Seiko watch resulted in the words: 'fashionable' and 'reliable' which again surprised me as the broad body of
the watch is not something that I would normally associate with the word fashionable. This leads me to believe that this product
could be in the final products.
I then moved onto the final word association and the results were most prosperous. From the words tradition, power and prestige
I received 'generations' 'danger' and 'knowledge'. After them being explained I heartily agreed with the choice. The word
'generations' referred to the passing of skill from old to young, as seen in the Rolex television advert where an older technician is
seen passing his skills to the younger technician. The danger relates to a literal interpretation of the word power, as in electricity.
The reason behind the relation of prestige and knowledge is that the brand must have knowledge on how the industry operates to
become successful, and therefore prestigious.
This interview has been very helpful in giving me an inside into the understanding of the target audience. This information will be
used to create a much better product.
Choose a recent product similar to your own and annotate it
Type of image- studio/location, angle, effects, post-production
Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc.
Audience appeal- how does it make its audience want to buy/watch/play it?
Why have you chosen to look at this? What have you learned that can help you in your project?
Choose a recent product similar to your own and annotate it
Type of image- studio/location, angle, effects, post-production
Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc.
Audience appeal- how does it make its audience want to buy/watch/play it?
Why have you chosen to look at this? What have you learned that can help you in your project?
Choose a recent product similar to your own and annotate it
Type of image- studio/location, angle, effects, post-production
Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc.
Audience appeal- how does it make its audience want to buy/watch/play it?
Why have you chosen to look at this? What have you learned that can help you in your project?
Choose a recent product similar to your own and annotate it
Type of image- studio/location, angle, effects, post-production
Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc.
Audience appeal- how does it make its audience want to buy/watch/play it?
Why have you chosen to look at this? What have you learned that can help you in your project?
List all products researched in previous sections. Include anything additional you have watched/read in preparation for production. Alphabetise your list.
