What happens when you mix high watchmaking with fashion’s most pampered pet? Hublot’s newest campaign – that marks the 20th anniversary of its famed Big Bang — has the answer, and it’s definitely unexpected. Using a tag line of “Own it,” Hublot brings in a famous feline to showcase its Big Bang Red Magic watch: the late Karl Lagerfeld’s Choupette.
Photographer Carlijn Jacobs shot the new Hublot “Own It” campaign with the feline, Choupette, in it to celebrate 20 years of the Big Bang.
Hublot
The new 20th anniversary Big Bang campaign, Own It, features Choupette playing with time.
Hublot
With icy blue eyes and fluffy white fur, the feline eschews luxury pillows in favor of luxury watches. The ads, shot by fashion photographer Carlijn Jacobs, are eye-catching and fun. They play on the concepts of memes, daring spirits and desires to be different.
There are several images of Choupette and the Hublot Big Bang Red Magic watch, and some videos.
Hublot
Launched on May 1, the “Own It” campaign ads include images of Choupette with the bright red watch. In one, she is lounging with the watch next to her, in another she is being held by a man wearing the watch and in the third she is the man wearing the watch – well at least her body is sitting where his head would be and the arm is posing the wrist with the watch on it as if they were telling time.
Behind-the-scenes videos made while shooting the campaign are also being launched on social media platforms. In one behind-the-scenes clip, Choupette bats away a watch box as if in play with it. In another, she lounges mid-shoot, completely indifferent to the frantic production crew.
This Hublot Own It campaign ad features the Big Bang Tourbillon Automatic Yellow Neon Saxem worn by a woman in a faux green fur coat.
Hublot
Additional “Own It” ads that don’t feature Choupette are also on the horizon. One depicts the Big Bang Tourbillon Automatic Yellow Neon Saxem being worn by a woman in a faux green fur coat, and the other depicts a highly muscled athlete working out in a gym and wearing the Big Bang 20th Anniversary Titanium Ceramic watch.
The entire concept is to tout the innovative design and technology inherent in Hublot watches. The Big Bang, in particular, was considered ahead of its time when it launched 20 years ago thanks to its size and layered case construction. Over the years, the Big Bang has been the launch pad for high-tech proprietary materials and in-house movements such as the Unico and Meca 10. It continues to be a pillar line for the brand.
Another Hublot “Own It” ad features an athlete working out while wearing the Big Bang 20th Anniversary Titanium Ceramic watch.
Hublot
According to Julien Tornare, CEO of Hublot, “The Big Bang represents a revolution in watchmaking, a perfect union of tradition and modernity. While remaining rooted in the values of luxury watchmaking, such as artisanal quality and attention to detail, Hublot has managed to position the Big Bang as a disruptor within an industry that has traditionally seen little design innovation. This is what sets us apart. With our new campaign, we want to celebrate the courage to break the mold and experiment without fear of going beyond.”
This article was originally published on forbes.com.
