A.T. Cross To Take Anti-Fashion Watch Ads To The Streets

The timepiece division of A.T. Cross next month will take its message outside.
Billboards created by Pagano Schenck & Kay will appear for at least two months in Boston, Los Angeles, Washington, D.C., and Tampa, Daytona and Sarasota, Fla.
The campaign’s watch-adorned stick figures are easily spotted on a larger scale, said Jeff Davis, director of sales for the Lincoln, R.I., client.
Two new headlines–“Break out your finest short sleeve shirt” and “Complements a wrist. As well as a level head”–carry the same anti-fashion attitude displayed when the Boston shop broke its first work for the timepiece division last spring.
Roughly 20 percent of the $2 million campaign budget is being allocated to the outdoor effort.
–Sarah Jones