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In a quest to make Citizen Watch more topical and aspirational, Deutsch has linked the brand to events such as the U.S. Open and the Indianapolis 500 in a $15 million campaign that rolls out this week.
The first TV commercial of four combines images of the Open with a close-up of an Eco-Drive watch. The action speeds up and slows down to the sounds of tennis, classical music and ticking. The tagline (replacing “How the world tells time”) is: “The current time.”
Settings for other spots include a spring fashion show in Milan and a yacht race in New Zealand.
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