Time is one of those things that is completely out of our control. Other natural forces can be avoided or altered: think the climate, or even just staying inside on a rainy day. But time continues to wield it’s power, regardless of how many people want it to stop. This is as relevant for ageing beauties seeking reversal creams, as it is to stories – Harry Potter taught kids about the potentially awesome but potentially dangerous trick of the ‘Time Turner’.

Time machines and time travel have occupied much of the fantasy genre for years. The recent phenomenon of ‘The Curious Case of Benjamin Button’ was no different (except, to the book of the same title, where the literary Button was nowhere near as attractive as Brad Pitt, and actually not that nice a guy).

This ad is playing on our obsession with time nicely, (although I suspect our fascination is to do with our lack of control) but I have a few little gripes. The copy is a tad clichéd, and doesn’t really say a whole lot. Furthermore, the pictured clock is continuing the current trend of antique-style timepieces, using Roman Numerals and all. But someone needs to remind these manufacturers that the Romans actually wrote the number four IV, not IIII.

It doesn’t do much to inspire confidence in this time-changer! After all, watches and clocks need to be the most reliable things in our society – our obsession with time has made it so. If we can’t rely on our anti-agers, our inner control freaks may need to rely on fantasy to avoid the effects of time. Then again, if we really believe we can turn the clock back, I’m not sure we ever left fantasy.

Advertising Agency: ByVivas Curitiba, Brazil
Executive Creative Director: Marcos René Steffens
Art Director: R Guth
Copywriter: L Destri
Via: Bestadsontv

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