Ad of the Week: OMEGA Co-Axial Chronometer

The Ad

I posted about this ad for OMEGA in 2013, but it continues to be by far the most viewed page on my website. Thus, I’d love to share it again in hopes for reaching new people. The ad is from watchmaker OMEGA. The 70-second television spot promotes OMEGA’s co-axial chronometer, and does so beautifully. You can view the ad below.

“OMEGA’s Co-Axial Chronometers are crafted to a standard unmatched by any other industrialised mechanical watch movement. In OMEGA’s new 70-second television commercial, the viewer is drawn into the world of the Co-Axial Chronometer through spellbinding animated sequences expressing the perfection of nature elegantly interacting with man-made gearwheels and other elements of mechanical watch movements. All of the elements – natural and man-made – appear to be regulated by clockwork gears. Intriguingly, all of the watch mechanisms and gears are perfect 3D renderings of components found in the OMEGA Co-Axial calibre 9300 chronograph movement.” -courtesy OMEGA via YouTube.com

Why I Love It

Television commercials are full of dull, uninspiring ads. How many more weekends must we suffer the Macy’s one day sale commercials with store models standing and smiling next to flashing red text? Why can’t automotive creative teams come up with something better than driving an SUV through a forest or a rocky desert? Why is the Wendy’s girl so annoying?

The OMEGA advertisement is different. It’s unique and wonderfully crafted. As the commercial begins, the viewer becomes mesmerized by the story playing out in front of their eyes. The ticking mechanisms developed into man’s handmade world are like a piece of art. It’s a story of man tied to developing great things, of our world reaching new heights and milestones for humans. Who is the ad for, they wonder? As the video pans out onto a golden world, it’s possible it’s for an energy company, hoping to claim they’re helping our world out. But soon the view of a ticking watch is displayed against an endless black space and the OMEGA brand name is shown on the end frame.

The ad works because it’s synonymous with the luxury of OMEGA. It moves the brand past a product and ties it in to the design of the commercial. In essence, an OMEGA watch is not just a watch, it is a work of art. It’s uniquely crafted, timeless, and a piece of craftsmanship  one should aspire to own.

I’m hoping OMEGA will run this ad online as well, as I think when tied to the correct online videos, it will draw the interest of more luxury-oriented consumers. It is currently being tied in with OMEGA’s Facebook page and being promoted on their website. Even better- they name this as a “movie” versus a “commercial” or “video.” Perfect to lure in those luxury buyers!

-Bryan Nagy

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