002: Old school ⏱️ watch ad for the win

Hello, you lovely Creatives!

Welcome to Volume ✌️ of Creative Cuts 🔪 - your weekly dose of creative strategy from your friends at Creative OS.

We’re going to go over an ad with you like usual and give you some great takeaways where you:

• Understand the quality of the assets

• Strength of copy

• Psychology used to convert customers

• And how you can leverage these tactics easily

Now that you know what you’re in for, onto the show.

Best,

Chase

Our Father Time Ad

What’s working ❤️‍🔥:

1. Target Audience Clarity: The ad directly appeals to the high-end consumer, likely business owners or people in executive positions, who resonate with a high-stakes negotiation, having been in a couple of them during their career.

2. Brand Positioning: Never underestimate the power of osmosis. Rolex establishes itself as THE standard of excellence by associating with prestigious events like a summit conference at the Palais des Nations (in this ad). This association elevates the brand's status. Osmosis in action 😉.

3. Product Highlight: The ad focuses on the Rolex Datejust in 18 ct gold, highlighting its luxury and quality with descriptors like "self-winding, officially certified chronometer movement." Make sure, if you have something truly unique, outside of your brand, that you use it to your advantage.

4. Aspirational Messaging: The phrase "If you were negotiating here tomorrow" prompts the reader to envision themselves in a scenario of power and influence, thereby creating a connection between success and the Rolex brand. The kicker is because this ad has included a grand location - you visualize yourself there as well.

5. Visual Simplicity: The ad's design is clean and uncomplicated, drawing attention to the watch, which is the focal point. 👨‍🍳💋

What could be better 🔨:

1. Visual Impact: While simplicity is part of Rolex's brand, the ad's black-and-white palette and older font styles may not grab the attention of younger affluent consumers who are used to more dynamic visuals. (this ad is dated and timeless - there is a nostalgic group of people who this will resonate for - for the rest of the world - taking elements from here and increasing the dynamism is necessary.

2. Call to Action (CTA): The ad lacks a strong CTA. The invitation to write for a free color catalog could be replaced with a more modern and immediate action step.

3. Diversity and Inclusion: The ad mentions a room lined with portraits of "most of the world's leaders" which could be perceived as exclusive. Modern advertising should consider inclusivity and represent a broader demographic. (or you could mention that you could be among them - adding to the mystique - if you are able to get a Rolex - then you’re well on your way to being in that room)

4. Product Differentiation: The ad assumes the reputation of Rolex is enough to sell the watch. However, highlighting unique features or innovations could differentiate it from other luxury watches. (never assume you are powerful enough not to sell)

5. Narrative and Emotional Connection: The ad could benefit from a more storytelling approach, possibly including testimonials or stories of influential figures who chose Rolex in pivotal moments. Or having a personal at the estate wearing the watch that we can associate ourselves with.

What to do:

1. Update Visuals: Introduce color and more contemporary design elements that resonate with a modern audience without losing the brand’s classic appeal.

2. Incorporate Modern CTA: Replace the catalog request with a digital CTA, such as visiting a website or scanning a QR code to explore the collection.

3. Broaden Appeal: Feature a diverse range of individuals in the background imagery or text to signal inclusivity but also diversity of appeal.

4. Showcase Innovations: Highlight specific technical advancements or design innovations unique to the Rolex Datejust.

5. Leverage Storytelling: Incorporate short narratives or quotes from notable figures about their personal experiences with Rolex to create a deeper emotional connection.

OUR GOAL: is to make prospective customers stop, click, and scroll through your landing experience (and hopefully purchase the first time out - with a high AOV so you payback right away 🤓)

Obviously, this is for a high ticket item - which you want to make aspirational but also approachable so you want your prospective customers to see themselves in your dream world.

This ad could be modernized and still achieve the same impact, if not more with some minor adjustments.

That’s all! If you’re looking to find inspiration or get the best ad templates out there, come hang out with us at Creative OS and tell your friends!

PS - we had an even further deep dive on the ads emotional relevance - should we include next time?