Timex Corporation: It Takes A Lickin' And Keeps On Tickin' campaign

In the "It Takes a Lickin' and Keeps on Tickin'" advertising campaign Timex Corporation called attention to the durability of its watches by showing that they still functioned after being subjected to numerous "torture tests." One television commercial showed the brand's spokesperson, John Cameron Swayze, providing commentary as high-diving champion Raul Garcia plunged off an 87-foot cliff in Acapulco, Mexico, while wearing a Timex.

Timex Corporation: It Takes A Lickin' And Keeps On Tickin' campaign

Susan Risland

Overview

In the "It Takes a Lickin' and Keeps on Tickin'" advertising campaign Timex Corporation called attention to the durability of its watches by showing that they still functioned after being subjected to numerous "torture tests." One television commercial showed the brand's spokesperson, John Cameron Swayze, providing commentary as high-diving champion Raul Garcia plunged off an 87-foot cliff in Acapulco, Mexico, while wearing a Timex. Another watch was frozen in an ice cube tray for a day and a night. A third was fastened to a lobster...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands