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Timex Back to TV for Turn 'n' Pull

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Fallon's Work Spoofs Company's Old Product Demonstration Ads
CHICAGO-After a year away from broadcast advertising, Timex returns to television this week with a wink to the past.
The TV campaign from Fallon McElligott in Minneapolis for Timex's Turn 'n' Pull alarm watch spoofs the kind of product demonstration advertising the company used beginning in the 1950s with spokesman John Cameron Swayze, said group creative director Bruce Bildsten.
"It seemed like it was a natural to go back to the product demonstration," he said. "It was our heritage, but it also fit the product really well."
Three new TV spots-all shot with a 1950s look and jumpy editing-use a fictional spokesman named Michael Landrum teamed with a white-coated assistant demonstrating how to set the watch's alarm. The process is so simple, the duo compare it to waving, walking and chewing gum.
An accompanying print campaign features a product shot and two-step demonstration of how to set the alarm. Both print and TV is tagged, "So simple, we should've thought of it years ago."
The Middlebury, Conn., company introduced the Turn 'n' Pull last year, touting it as the first analog watch with an accurate alarm. Print ads for the intro featured cartoon drawings depicting how the watch could eliminate the need to apologize. The ads were tagged, "More convenient than any excuses."
That campaign was a bit "obtuse," said Susie Watson, Timex's director of advertising and public relations. The new effort is a better demonstration of the watch's attributes, she said.
Timex's last TV work, a $5 million effort from Fallon, touted its Ironman watches. Timex will spend more than $6 million on advertising for the Turn 'n' Pull watch this year, two-thirds of which will go to TV, Watson said.
The company spent less than $2 million advertising the watch last year out of a total spending outlay of about $23 million, according to Watson and Competitive Media Reporting. ƒ