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SEIKO COUTURA: Every Second Counts

Seiko

SEIKO COUTURA: Every Second Counts

We created a spot to debut a new line of Coutura watches from SEIKO leveraging their spokesperson 7X NASCAR Champion Jimmy Johnson to connect with young go-getters and drive interest and purchase.

Challenge

SEIKO had been experiencing a year-over-year sales slump in the United States and asked Gravity to create an ad campaign for its new Coutura watch collection. Coutura watch is a stylish Radio Sync Solar chronograph model that automatically receives radio signals to precisely adjust the time and calendar.

The challenge was to showcase these attributes (performance, precision and style) and to utilize Jimmy Johnson in our commercial to connect with young male go-getters—those who seek to get to the top of their careers where money, watches, cars and clothes are symbols of achievement as they climb up the achievement ladder.

Creative Strategy

Our commercial was filled with clues to softly showcase the brand’s key features. We showed Johnson wearing street clothes and hurriedly driving an electric blue car (to reflect a cool blue accent on the watch bezel and the characteristic tire pattern inspired by the car motif on the dial), only to pull up within the last remaining seconds (to highlight Radio Sync Solar system that precisely adjust the time and calendar) of the spot in front of a school to presumably pick up his two daughters.

The spot demonstrates that the Coutura watch is the cross section of sport and style for the go-getter men on the journey to blaze their own path to success and balance it with real life, while maintaining an ultimate level of precision and accuracy.

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