Time for Trouble

Not too long ago, Zeitgeist was wandering home in the wee hours when he had his magnificent watch – a graduation present – stolen from him. The damage was minimal as Zeitgeist was quite blindingly drunk as he staggered by Hyde Park at 4am. Others however do not escape such thefts as unscathed.

As reported by Luxuo, on 25th November, Formula 1 CEO Bernie ‘Hitler was alright, democracy ain’t great’ Ecclestone was mugged. His watch, a Hublot, was stolen from his wrist. The octogenarian sent a picture of himself, severely disfigured by the affair, to fellow CEO Jean-Claude Biver of Hublot, writing “See what people will do for a Hublot”. It wasn’t long before it was agreed that the incident could be turned to the benefit of the company, and on the 8th and 9th of December, print ads appeared in the FT and International Herald Tribune, featuring the undoctored photo and Ecclestone’s quip.

It’s a somewhat tasteless ploy that Hublot, by literally advertising it, are implicitly condoning. In December they also tastelessly illuminated and branded the legendary column of Paris’ Place Vendome. But it also shows an innovative and creative spark in a sector of the ad industry known for its otherwise wholly uninspiring ads.