• by Fern Siegel , Yesterday

Detroit watch maker Shinola is debuting its Duck Automatic, a brand upgrade. Reimagined in a refined 38mm case, the four-piece collection is powered by Japanese movements from Miyota.

Its introduction is via a new campaign by GentleForces featuring Tefi Pessoa ("Love Island USA"), Kareem Rahma ("Subway Takes"), rapper NEMS and viral creator Benton McClintock.

The four personalities celebrate the freedom of relaxation, be it touching grass or watching ducks, while introducing the Duck to a new generation. The campaign rolls out via social and digital.

“We’re all competing with an endless number of things for our time and attention. The idea behind this campaign is surprisingly simple: Sometimes the best use of your time is whatever you choose to do with it. The Duck Automatic gave us a fun, unexpected way to tell that story, while introducing an important new watch for the brand,” says Shinola CMO Kevin Wertz.

In addition, Shinola has partnered with Cheerios to create a limited Duck-watching snack.

The campaign also marks the second major push under Jonathan Bailey, the creative director shifting the focus from craft to a personality-driven approach to advertising.

The launch continues throughout October with activations in Detroit and New York, including a New York Watch Week celebration Oct. 15-18, co-hosted by NEMS. The Duck Automatic will also be featured at Windup Watch Fair, October 16–18, where the first 50 Duck Automatic purchasers receive the Cheerios box.

“We were interested in the tension between a beautifully engineered object designed to keep time and a campaign about occasionally forgetting about it altogether. That contradiction felt very Duck to us — considered, but never too precious,” adds Bailey.

GentleForces has done work for H&M, Pinterest and tapestry.