Seiko Champion

I don’t think these ads will create any business for IWC. I’m sure some creative director somewhere is full of themselves over their genius, but these ads fail a number of key criteria for me.








These ads in my mind are trying just a little too hard, are just a bit too corny, and are too “artsy” rather than understandable. Other than the darts I had to look closely a second time to really figure out what they were doing – you can’t tell it’s a game without peering at it (I originally assumed it was part of a strangely shaped watch movement), and the whole flea jumping image first had me thinking they were using a magnifying glass to burn a lady bug. Okay I may not be the average viewer but I do notice detail, and for them to confuse me that much, I think my response represents a problem.

More importantly, they also don’t really communicate the IWC brand message – darts, flea jumping contests, and a roll-the-ball game … what demographic are they trying to reach? These ads certainly don’t resonate with high spenders. If you do a commercial series for a luxury good, don’t aim it at a simialr market as for a beer ad.

I like IWC, so am disappointed to see them representing their brand with such poor marketing communications.

As an ad agency, your goal is NOT to get awards for artwork – you have a job, which put simply is to develop communications that create business for your client. Especially in these economically challenged times, those who don’t, will lose clients.