CHICAGO - Timex touts its biggest innovation since 1992's Indiglo lighted dial with a new print campaign from Fallon McElligott that breaks this week.
The ads, appearing in weeklies Time, Newsweek and People, showcase the Turn
& Pull Alarm Watch, the first analog watch with an accurate alarm. The full-page ads promote the simplicity of the alarm feature.
Cartoon drawings illustrate how the watch can eliminate the need for apologies. The ads are tagged, "More convenient than any excuse."
"Most people don't even realize that they can be using alarms for things other than waking up," said Susie Watson, advertising director for Middlebury, Conn.-based Timex. "It's like an egg timer, but it's on your wrist."
An analog watch alarm has been the most requested feature among consumers for years, Watson said.
The campaign will initially run through June, with monthlies Discover and Life added to the schedule. It will resume in November to take advantage of the holiday season. Billings for the campaign are $1-2 million.
Timex will not request TV work from the Minneapolis agency unless the product takes off "in a huge way," Watson said.