• by Steve McClellan  @mp_mcclellan, September 14, 2016

Seiko Corporation of America has chosen New York-based ad agency Gluttony for creative AOR duties for its watch brand Pulsar. The selection was made without a formal review.

The agency is tasked with helping Pulsar “reinvent” itself—it was the first LED watch brand back in 1972. Now the brand is adjusting “to meet the needs of an ever-changing market.”

That said the agency will build on Pulsar’s established “Life, In Real Time” campaign.

But the brand is getting a little racier: Gluttony is crafting new positioning around Pulsar’s first brand ambassador, NASCAR driver Joey Logano, who is seen “tearing up the track” in new ads. (Here’s some behind the scenes footage of a shoot by Persona Films.)

As part of the effort to reach a broader consumer base as well as NASCAR fans, the new campaign includes a driving game, “Solar Speedracer”—that launched this week. The game features a Pulsar-branded car and retro racing course marked by Pulsar billboards. Players who beat Logano’s time around the course are entered for a chance to become “Crew Member for a Day.”

“Joey’s life in racing is all about split-second timing, accuracy and being completely in the moment,” stated Gluttony’s creative Director, Audra Pace. “He’s the perfect sportsperson for Pulsar to align with.”