Now we generally like to think of ourselves as being in the ‘celebrating great advertising’ business but every once in a while you have to make exceptions. And unfortunately Breitling’s latest creative offering is one of those:

Picture the scene if you will. Team Technique had just settled in front of the box to enjoy (that’ll be endure) the second half of a deeply forgettable contest between Spurs and Chelsea. Suddenly our torpor was disturbed by the first advertising break which featured a barrage of bludgeoning MOR, revving plane engines and a cast resembling chucking-out time at a Huey Lewis tribute night.

The words “Breitling. An instrument for professionals” brought the whole thing to a merciful close.

“Professional what?” we asked, having recovered from the initial shock. David Hasselhoff impersonators? Benny Hill revivalists?

To deconstruct the entire 30 seconds would be akin to shooting bi-planes in a Hercules. Suffice to say that to the untrained eye it would appear that Breitling have invented a watch (‘The Neanderthal’?) with the ability to transport the wearer back to an era in which the inhabitants communicate purely through the medium of eyebrow-raising, lip-pouting and general leering.

And yes, it is an ‘International’ execution but that as ever is the last defence of a marketing scoundrel. The damage created by lowest common denominator advertising can ruin brands for ever. And if you think we’re being cruel, be reassured – it would appear that the rest of the social community are on our side.

So come on Breitling. Do everyone and yourselves a favour. Get with the programme and produce some advertising that’s worthy of your brand and your consumers.

Chocks away!


For clients who want big agency standards without the big agency.

Examples of our work:

(Click on the image to go to the case study.)



Web development