Cameron Whapples plans to create an advertising campaign for a high-end watch. He was inspired by current campaigns that had both TV and print ads, like one for Land Rover featuring Bear Grylls. He wants to produce a TV ad, print poster, and digital billboard ad. Luxury watch ads often feature famous actors and use themes of power through imagery of landscapes, vehicles, and waves. They target a wealthier market than lower-end brands through darker, more professional tones. These ads will influence Cameron's final product by providing ideas for media and color palettes.

1. Initial Plans
Cameron Whapples

2. Initial Reaction
Presented with the brief, my plan is to create an advertising campaign. This was something that I enjoyed creating in the
introductory task. This focused on Irn Bru, however I believe that if the subject is something of my own choosing the end product
will be much more successful. The mistakes I made during my video rotation discouraged me from going into the film genre. This
said, the skills I picked up from both the video rotation and the print rotation will definitely help in the production of my final
project.
I was inspired by current advertising campaigns which included both a TV version and a printed poster version. These two
elements linked to create a campaign that I felt was powerful. One that stuck out was the Land Rover campaign which included
Bear Grylls. One particular advert did not include the vehicle, but an story of recovery from a parachuting accident.
The media I could use to portray these adverts in is something that I have thought about. I would like to produce a television
campaign, as well as a poster suitable for a magazine. Another advertisement I would like to try is an avert for a digital billboard,
similar to something seen in tube stations and bus stops. These are unlike a video and more of a slideshow.
I would prefer to create an advert for something equally prestigious, such as a high end watch. This has appears to have a much
wider market as it can appeal to many people in many professions, businessmen with a taste for expensive jewellery, but also
explorers and the outdoors type, pilots and divers. As long as the watch is practical it can be sold to a larger audience than a
purely aesthetic watch could.
The style of the adverts are also appealing. They generally have a calm and soothing approach with lots of imagery of greatness
and power, such as mountain ranges or other imposing landscapes. They are often inspirational, such as in the case of the Bear
Grylls ad in which he says that he was told he would never walk again.

3. Mind Map

4. Mood BoardTV

5. Mood Board Analysis
The main theme of these specific advert is power. The snapshots all come from luxury watch brand advert, meaning the target
market has a much higher wealth than that of a lower-end watch company. The theme is repeated throughout in multiple
different ways.
The Breitling adverts located at the top left and top and bottom right show this theme of power through the inclusion of vehicles
within the videos. The

6. Mood Board

7. Mood Board Analysis
A common strategy used by the watch adverts, especially the higher end brands, is to use famous actors. This trend is used by
brands such as Omega and Breitling. The latest James Bond film was used to promote a luxury watch from Omega as many enjoy
the film series. Actors are also shown to be in their ‘natural surroundings’, such as John Travolta. Famous for his acting career and
his experience as a pilot, he is shown sitting on a runway next to what is presumably one of his aircraft. The advert combines the
actor’s career by including the studio chair and lights while promoting his ability to fly with the use of the plane and more
importantly the executive pilots watch.
A repeated theme is power. Many of the Breitling advertisements use aircraft, especially fighter jets to create a feeling of power.
Another uses an image of a wave to demonstrate this effect. It is also used to show the water-proof aspect of the watch.
An unusual advert is the one produced by Guess. It displays a collection of watches resting on the bonnet of a car. The red paint
work contrasts with an ocean in the background and draws the eye. This suggests that the market that these watches are targeted
for is not the same as the market for brands such as Rolex or Omega.
The dull themes used by the high end brands relate to the prestige and seriousness of the products. The watches cost thousands
of pounds, making the market very competitive. They use the darker tones to appear more professional and to attract those
willing to depart with a portion of their hard earned cash. When these adverts are placed next to advertisements from Guess or
Origine they make them look out of place as the mood is just so different.

8. Mood Boardphotography

9. Mood Board Analysis

10. Mood Boardlocations

11. Mood Board Analysis

12. Mood Board
Rolex, ‘12’

13. Mood Board Analysis

14. Mood BoardProduct

15. Mood Board Analysis

16. • Locations
• Product, what sort, why
• Style of photography, composition, angle

17. Mood Board Analysis
A common strategy used by the watch adverts, especially the higher end brands, is to use famous actors. This trend is used by
brands such as Omega and Breitling. The latest James Bond film was used to promote a luxury watch from Omega as many enjoy
the film series. Actors are also shown to be in their ‘natural surroundings’, such as John Travolta. Famous for his acting career and
his experience as a pilot, he is shown sitting on a runway next to what is presumably one of his aircraft. The advert combines the
actor’s career by including the studio chair and lights while promoting his ability to fly with the use of the plane and more
importantly the executive pilots watch.
A repeated theme is power. Many of the Breitling advertisements use aircraft, especially fighter jets to create a feeling of power.
Another uses an image of a wave to demonstrate this effect. It is also used to show the water-proof aspect of the watch.
An unusual advert is the one produced by Guess. It displays a collection of watches resting on the bonnet of a car. The red paint
work contrasts with an ocean in the background and draws the eye. This suggests that the market that these watches are targeted
for is not the same as the market for brands such as Rolex or Omega.
The dull themes used by the high end brands relate to the prestige and seriousness of the products. The watches cost thousands
of pounds, making the market very competitive. They use the darker tones to appear more professional and to attract those
willing to depart with a portion of their hard earned cash. When these adverts are placed next to advertisements from Guess or
Origine they make them look out of place as the mood is just so different.
These adverts were the sort of thing that I had in mind when I first thought of the idea. They will definitely influence what I will
create as my final product. They have inspired lots of different ideas, especially the media in which they could be presented. It is
has also changed my awareness of the use of certain colours that I should use, as the art styles and themes that I had originally
thought of were slightly different.