Audemars Piguet's Feminine Ad Campaign Emphasizes Originality, Surprises

Swiss watchmaker Audemars Piguet has unveiled a striking new ad campaign which places a premium on originality and surprise.  Instead of linking products to famous role models, or appealing to personal vanity, Audemars Piguet has chosen to present timepieces and jewelry next to surprising and seemingly unrelated objects.  However, the viewer quickly realizes that the objects in fact do symbolize the innate qualities possessed by the Audemars Piguet creations illustrated.

Audemars Piguet has revealed four of these new advertisements, which illustrate the concept with tacit effectiveness.  "Fiery Beauty" positions a diamond-set rose gold Royal Oak watch and matching ring with a group of colorful peppers.  Russian dolls are the object of interest in "Multifaceted Femininity", subtly yet effectively conveying the message that an Audemars Piguet creation, like a woman, can take on many different roles and attitudes with equal aplomb.  The seductive danger of the femme fatale is strongly presented by "Seductive Magnetism", which positions a Millenary watch and choker casually draped over a lethally beautiful Venus Flytrap plant.  Finally, "Sweet Temptations" uses exquisite chocolate delicacies and a luscious covered strawberry to playfully express the romance and irresistibility of Audemars Piguet watches and jewelry.  According to an Audemars Piguet press release, the new campaign is intended to create "friendly, open dialogue with the brand's feminine clients, discerning women of taste who are also demanding and distinguished connoisseurs".

Audemars Piguet developed the photographic layouts in collaboration with the Publicis etNous agency, and photographers Laziz Hamani and Nicolas Prahin.  Publicis etNous has been working with Audemars Piguet since 2003, the fruit of this collaboration playing out in a group of equally creative ads for men; one such example features a Jules Audemars Equation of Time amidst fine sand, upon which an Australian bearded dragon regally perches.