Watches are a classic Father's Day gift, which is why Timex is using the holiday to launch its new global campaign.
Developed with agency Toth + Co, the campaign ads show a group of gorgeous 20something friends -- selected to represent Timex’s diverse, global audience -- as they come together for a weekend getaway singing, swimming and having fun.
Each guest wears a Timex watch from its current collection, including classic analog styles, activity trackers and Timex Ironman GPS-enabled sport watches. Notably, these product placement shots aren't obvious or seen on the screen for very long.
The campaign runs across print, digital, TV and online video. The first phase will roll out via a combination of newspaper and digital in support of the weeks leading up to Father's Day.
The print ads will appear in Atlanta, Boston, Chicago, Minneapolis/St. Paul, New York and New Jersey, as well as via a variety of digital properties, across publishers, ad networks and social channels. The creative will also be used globally, including nearly 6,000 branded point-of-sale displays in North America, Latin America, Europe and Asia.
The creative is targeting "modern-minded customers who increasingly reject so-called 'status' brands" in favor of time-tested brands with rich stories of authenticity and heritage." They also expect modern styling and up-to-date technology, says the agency.
"These are consumers who understand that timelessness, quality and style doesn’t require a high-price, says Zack Toth, Toth+Co director. “They choose Timex because it has everything you need and nothing you don’t.”
The new work is an extension of Toth’s 2013 Timex “Wear it Well” campaign and is designed to reposition the Timex brand as an updated, young lifestyle brand.
West Coast-based husband-and-wife team, We Are The Rhodes, who worked on the original 2013 campaign, shot the latest effort in Portland, Oregon.