W I N T O N

     This video advertisement depicts the Winton man preparing for a night out on the town after a long day at the office. The main message of our advertisement is nostalgia—we create this mood by incorporating the timeless sound of Frank Sinatra throughout the video and also by showing the record player to begin the ad. The black and white film also ads a touch of sophistication and creates a classic feel that the Winton man appreciates and can relate to.

 

     Since this advertisement is more of a lifestyle ad, we made the conscious effort not to overwhelm our viewer with too many products. Instead, we include subtle and soft shots of the man’s pocket watch throughout the video to reinforce our main Winton product. No matter what the man is doing throughout the ad—whether it was drinking his scotch, fixing his tie, or walking downtown—the one consistent element shown was his pocket watch. With the pocket watch we also showed a chain in the man’s pocket to show our wide variety of product availability.

 

     This video always goes back to theme of time, since the Winton man always has somewhere to be at any given time—at corporate meetings, out to dinner with clients, etc. Time is precious to the Winton man, as inspired by the Benjamin Franklin quote on the home page on our website: “You may delay, but time will not.” This reinforces our brand by demonstrating that our product will always be something the Winton man can rely on—the product will never get old, it’ll continue to be a classic in the Winton man’s necessities.

 

     We chose not to show the actor’s face in the video because we want our target consumer to picture himself in his shoes. This video campaign will interest our target consumer because the ad differentiates itself from other modern, colorful, loud ads that are seen on daily basis. The video editing makes our consumer feel relaxed and brings a smooth transition back to his beloved past.

 

     Our video incorporates some of our brand elements including: sound, color, and our logo. Since two of our brand colors are slate gray and classic black, the use of grayscale in our video complemented this brand element well. We hope that our consumer will associate any Frank Sinatra music with our brand, seeing as our powerful logo comes in right at the end at the theatrical brass ending of “I’ve Got The World On A String”. Since the last text consumers see is our website address, this advertisement should do a great job of driving traffic to our website.

 

     This video should be shared and passed on to show how retailers do not have to sell you a product in order to get your attention but to give you a glimpse at the WINTON lifestyle and and WINTON man.