If At First You Don't Succeed ...

New ad mural for watch marketer TAG Heuer was unveiled recently on 23rd Street and Sixth Avenue in New York, after some twists and turns involving the Historic Landmarks Preservation Commission and the client.
Earlier this year, Wells BDDP, New York, had proposed a picture of a male athlete hurdling a giant razor blade with the copy, “Success. It’s a mind game.”
The commission felt the design was too large and, with no border, “detracted from the historic elements of the district,” as commission chairwoman Jennifer Raab told The New York Times last summer.
In addition, the client requested a more straightforward creative approach for the brand, said Wells management supervisor Merrie Harris.
The agency’s second effort (shown here), showing a profile view of a watch with the client’s logo, passed muster with both parties.
The 6,120-square-foot display is one of the three-largest outdoor ads in the city, said Isaac Levy of Capital Advertising,...