Swiss watch links ads to pacifist messages

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

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