Here at Traveler we’ve been thinking about doing a series of posts about magazine ads filmed in national parks. Of course, there are also ads featuring products people can use in national parks. You know what I mean -- parkas, climbing gear, hiking boots, binoculars, watches, bras, that sort of thing.
And speaking of national parks and binoculars and watches and bras, here is a magazine ad that caught my attention back in the 1990s. It’s a Timex watch ad of the “takes a licking and keeps on ticking” genre, and here’s how it reads:
Lorraine Lengbeck was hiking down a trail in Glacier National Park, singing 'How Great Thou Art,' when a grizzly bear appeared and attacked her husband Deane. She fought off the bear by whacking it on the nose with her binoculars, and then used her bra as a tourniquet to stop Deane's bleeding. Lorraine is wearing a Timex camper watch with our IndiGlo nightlight. (Great for caves.) It costs about $40.
Now, I ask you; is that a great ad, or what?!
Postscript: Timex Corp. launched the highly successful "takes a licking and keeps on ticking" slogan in 1950, had a 33% share of the wristwatch market by 1960, and kept the licking-ticking campaign going for many years until it grew stale. The slogan was resurrected for a while in the 1990s, but shelved again when it was decided that Timex must have a fresher image if it is to compete with ESQ, Fossil, Guess, Swatch, Swiss Army, and other brands with a hip image.