Swiss watch links ads to pacifist messages

<p>SINGAPORE: With the United States moving to retaliate against </p><p>Afghanistan, Singaporean distributor Jay Gee Enterprise has launched a </p><p>print campaign for Swiss Military watches, which juxtaposes war images </p><p>with pacifist slogans. </p><p><BR><BR> </p><p>Gosh! Advertising, the agency behind the campaign, said the ads had been </p><p>created before the September 11 attacks in the US. "The ads are relevant </p><p>because everyone wants to propagate peace, and because of the events in </p><p>the last few weeks, these ads are even more topical,"said Vincent Lee, </p><p>Gosh executive creative director. </p><p><BR><BR> </p><p>The agency used war imagery at its client's request. Rather than promote </p><p>the product features, Gosh opted to associate the brand with a cause - </p><p>the peace movement - which it felt would give the campaign greater </p><p>impact. </p><p><BR><BR> </p><p>Lee argued that associating Swiss Military watches with the peace </p><p>movement was plausible because of Switzerland 's neutral status. </p><p><BR><BR> </p><p>The advertising - aimed at men 25 to 49 - will appear in November and </p><p>December. </p><p><BR><BR> </p><p>Meanwhile, the Indian Government has released a print campaign to </p><p>promote the fight against terrorism. Prime Minister Atal Bihari Vajpayee </p><p>said that every Indian had to be a part of the global war against </p><p>terrorism. </p><p><BR><BR> </p><p>The campaign features vivid images of terrorist atrocities in the past </p><p>decade. </p><p><BR><BR> </p>