Watch out!

Hublot have launched a controversial advertising campaign featuring Bernie Ecclestone, the boss of F1. Ecclestone was victim of a mugging in London during November 2010 in which, his Hublot watch was one of the items stolen. He consented to his battered and bruised face being used in their latest advertising campaign, seeing it as a "protestation against violence that we are all afraid of today".

While many say it is insensitive towards victims of crime that do not share Bernie's mentality, I like the fact it makes light to the incident. Whether Hublot believe this to be a moral stand is not important. In making light of an event traumatic to most, Hublot evolves the brand generating more personality, in almost a quirky playful nature. It offers a questioning ironic tone - moving away from its straight, rigid communications of the past. Importantly, it still communicates emphasising the desirability and quality of its products.  While not the most creative of campaigns, it certainly engages and attracts attention.... needless to say, it has created much more interest and publicity than past adverts. So, next time you are faced with adversity, think how you could spin the situation, create an opportunity and make everyone watch out for you!