Seiko Corporation of America are set to launch an ad campaign this week to support its new Coutura watch collection, featuring professional race car driver and Seiko brand ambassador Jimmie Johnson. A seven-time national champion within NASCAR, Johnson’s profession makes him the perfect example of someone who counts every second. Additionally, his balance between a hard-working race car driver and steadfast husband embodies the go-getter consumer Seiko strives to connect with.
“Performing in style is the cornerstone of this magnificent Coutura watch collection which embodies Mr. Johnson’s character and resonates with our younger go-getter audience,” says Eric Hofmann, senior vice president at Seiko Corporation of America. “We’re very excited to bring this watch collection to our fans through our many valued retail partners.”
Seiko will be supporting the collection with a new advertising campaign that focuses on Johnson outfitted in street clothes wearing the signature watch. The campaign features a commercial where Johnson is seen hurriedly driving an electric blue car on local streets, only to pull up within the last remaining seconds of the spot in front of a school to presumably pick up his two daughters, demonstrating that the Coutura watch is the cross section of sport and style for the go-getter man on the journey to blaze their own path to success, while maintaining an ultimate level of precision and accuracy.
Dentsu Aegis Network’s Gravity, based in New York, led the creative development and production of the commercial film in collaboration with parent agency Dentsu in Japan. “Jimmie Johnson’s believability in the campaign as a sporty race car driver and stylish dad makes this new line of watches relatable to collectors, fans, and young professionals,” stated Gravity creative director Rohan Juneja. “’Every second counts is the theme of the script for the commercial and became the theme for the complex film production efforts.” Gravity orchestrated the multi-scene commercial film and photo shoot with Mr. Johnson within a shortened day. This national campaign will run in National print, out-of-home, digital display and video, and social, with local reinforcement near key retailers. The brand will also be activating in-store extensions at major retailers.
The watch Johnson wears in the commercial is from the new Coutura collection. It is a Radio Sync Solar chronograph model that automatically receives radio signals to precisely adjust the time and calendar. The beautiful black watch features a cool blue accent on the bezel and the characteristic tire pattern inspired by the car motif on the dial. The three-dimensional design bracelet is an icon of the Coutura brand. Seiko and Johnson worked in collaboration to create the Coutura Jimmie Johnson Special Edition. It has a stainless steel case with matte black ion finish and Johnson’s signature on the case back. The other model features 15 gorgeous diamonds on the dial with a gold plating accent. All three models are powered by solar energy and no battery change is required.