TIMEX'S TIME FOR OLYMPIC AMBUSH WITH JOE BOXER TIME!

     Timex will launch a "subtle" ambush campaign of Olympics
sponsor Swatch using its "Joe Boxer Time!" brand of watches,
according to BRANDWEEK.  In May, 1,000 department stores will run
a continuous loop of a five-minute video called "Floating to the
Olympics."  The video, created by Fairfield, CT-based Pork-Chop
Productions, features Joe Boxer President Nicholas Graham as
world champion innertube floater.  The video shows Graham
flaunting his gold-medal status, then humbled as he loses a race.
The story continues as Graham tries to get the medals back.  Joe
Boxer Time! watches are "sponsors" of the team.  The video will
air May-July and tout Joe Boxer Time! Floaties, a line of liquid-
filled watches (Elaine Underwood, BRANDWEEK, 4/8).