"Time For A New Watch" Director's Cut | Chalmers Jewelers
A watch commercial about being late
Watch advertising has a script it never wanders from. Slow push on a wrist, something about legacy, a man staring thoughtfully out a window. We wanted an actual story, so we built one around a guy running late, which is both funny and precisely the thing a watch is supposed to fix. We took it end to end. Concept, script, directing, casting. Getting the right actor mattered more here than it usually does, because the whole thing hinges on somebody being likable while flustered, and that is not a given. The upgrade lands as a milestone rather than a purchase. That's the trick. Nobody has ever bought a watch because they needed to know what time it was.
Who is
Chalmers Jewelers
Chalmers Jewelers has been on University Avenue in Middleton since 1992, family started and independently owned. Alongside the custom work made on site, they carry a watch collection and handle repair and service in house.
A story, not a spot
Chalmers got a watch commercial people will actually sit through, which in a category this formulaic is most of the battle right there. The director's cut also gave them a longer version for web and social alongside whatever ran on broadcast.
