28 Feb '17, 1pm

Rolex speaks volumes without saying a word in its Oscar spot

During this year’s Academy Awards, Rolex went literally behind the scenes by sponsoring the show’s green room for the second consecutive year. It also advertised during a commercial break. But the brand didn’t say much. Instead, it let Hollywood’s A-listers do the talking. In a 60-second film titled "Celebrating Cinema," Rolex displays a montage of movie clips including Dennis Hopper in "Speed," Guy Pearce in "LA Confidential," Paul Newman, for whom a Rolex was named (The Paul Newman Daytona), and others—all wearing Rolexes. The brand doesn't hock product features. In fact, the only words Rolex communicates are "It doesn’t just tell time. It tells history," which appear, superimposed on a white screen, at the end. "A Rolex is not only a beautiful watch and a masterpiece of engineering, it's very tough. It's a watch that you can take into any environment and which can stand...

Full article: http://www.campaignlive.com/article/rolex-speaks-volumes-...

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