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December 21, 2010

"See what people will do for a Hublot"

Hublotbernie

Above, the watchmaker's ad featuring 81-year-old Formula One boss Bernie Ecclestone.

It appeared two weeks after he and his girlfriend were assaulted last month outside his office in London by four attackers in an attempted robbery of his watch — a Hublot F1 King Power Big Bang — and $315,000 in jewelry.

He fought back and the thieves punched and kicked him and ultimately fled with the jewelry — but without his watch.

His photograph with a black eye and bruised face — provided by Ecclestone — was then incorporated into a new Hublot print ad campaign that ran in the Financial Times and International Herald Tribune, with a tag line quoting Ecclestone as saying, "See what people will do for a Hublot."

[via topwatches and sportsnet]

December 21, 2010 at 02:01 PM | Permalink


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Comments

Wombat, I think you are overthinking this.

Like any GOOD joke, you are going to offend someone. If you don't, it probably isn't funny. By the same token, if everyone gets an advertisement for a piece of gear that almost no one can afford, you dilute the value.

Personally, I do find the F1 King Power to be sophomoric, and it is a little funny, but it really isn't out of line...it is saying You Are A Badass If You Buy This...as if wearing it will give you all the power of a man that can drive a F1 racer. Which even Eccelstone couldn't.

So I'm with Graeme on this. The ad catches the eyes and gets people to talk about it. Some in disgust. The ones that will pay thousands of dollars for a watch (I won't spent tens of dollars on a watch...isn't this why I have a $300 iThing???) will....

Posted by: clifyt | Dec 22, 2010 8:29:23 AM

After reading the comments and rethinking,

Hublot does seem like the kind of company that would have took a picture of Bernie lying

peacefully in the coffin, arms crossed with his watch still on for an ad.

Then as they closed the coffin an employee would have slipped it off to use for future ads! ;-)

Posted by: Joe Peach | Dec 22, 2010 7:43:00 AM

Wombat, you make some good points, but the thing to remember about any advert is if it offends you, annoys you or just plain leaves you cold, then it isn't aimed at you (unless the advertiser has failed miserably). This advert is aimed at those who feel that spending several hundred thousand dollars on a watch may be a good idea and, from the little experience I have of people in that demographic, I'm pretty sure they'd be giving Bernie a virtual pat on the back saying "Good man, gave the little toe rag what for eh?" then eyeing their Patek Phillipe and thinking "You know, I need to update this bally thing."

Posted by: Graeme | Dec 22, 2010 1:34:12 AM

I think it's brilliant. Clearly, Mr. Ecclestone thought enough of his bravery to allow (reliable sources have said that he actually suggested it to them) Hublot to use the image. You can laugh about the mishap all you want but in the real world, people get shot in the face for a lot less resistance and while he might consider himself "brave", he is only lucky. There's an old saying that "the robbed who smiles steals something from the thief" but in this case, Mr. Ecclestone ends up looking like a fool and Hublot looks only like an opportunistic company. I am personally offended by both. Add to the heap of disdain that the watch itself is ugly and aside from its MSRP is virtually worthless with no intrinsic vaclue AND as clifyt pointed out that the name itself is sophomoric at best, AND the little tagline "Hublot condemns all forms of violence and racism". Really? If you condemn [all forms of] violence, why on earth would you use it to promote your product? Do you condemn it unless you see profit potential? I mean either I'm completely out of touch with reality or that is the single most offensive ad I've seen in decades.

Posted by: wombat | Dec 21, 2010 8:28:05 PM

So, what you're saying - or, to be correct, what Hublot is saying is that their watch might make you a target for robbery?

Let's think this through:

(1) Watch is strapped to wrist; and,
(2) Wrist is distal to elbow; and,
(3) One of these, http://bit.ly/eHEWLc can disarticulate the limb with the desired watch; and,
(4) Watch gone, owner bleeds out.

Posted by: 6.02*10^23 | Dec 21, 2010 5:09:12 PM

Look at the subliminals in the ad...

"F1 King Power"

Give it a quick glance and what do you see...

Posted by: clifyt | Dec 21, 2010 2:05:45 PM

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