"Royal Oak"

8 May 2022

60s

Time and timepieces

The luxury Swiss watch maker returns with this commercial celebrating the 50th anniversary of their Royal Oak time piece. The ad starts in 1972 with the trends and styles redolent of that era shown in full glory, astronauts, flares, platforms and disco. The increasing speed, the build in the complexity of sound and visuals as the ad works it way through the next five decades skilfully gives that sense of time flying by. The 2022 man that morphs into a futuristically styled one alludes to what might still be yet to come.

The styles, trends and messages chosen become less strong from 2002 on, but the climatic build towards the “time flies, Icons remain” message lands well, as does the idea that - in the end - only the Royal Oak watch remains.

Global

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