Focus focus focus

This ad definitely has stopping power, although the look & feel is like many other luxury watch ads. With the gorgeous Teri Hatcher looking right at you, there’s no turning the page. But then comes the message (it’s in Dutch, here’s the English campaign).

It is time to make the difference. Is you wish to know more about how Baume & Mercier and TERI HATCHER help education to become more accessible for our children and are active in the struggle against cancer and protect the environment, you can visit the website: www.baume-et-mercier.com.

First of all – I miss the link between visual and copy here big time. Looking at this expensive, luxurious picture the leap to corporate citizenship is awfully big. But more importantly – what’s your message? You are doing a lot on csr? I have a hard time believing you’re making a difference on one csr topic and Teri Hatcher and you look like you’re saving the world.

Focus focus focus. Especially when delivering a csr message. People are skeptical on csr. But when you can show you’re serious on a certain social objective, we want to believe you. And a good fit with your company (eg Starbucks and the small local farmers, bringing technology to small villages in Africa for Accenture) it makes the message even more powerful. No matter how good the objective, Teri and I don’t connect.

Note: I work for Accenture