SBD/December 8, 2010/Marketing And Sponsorships

Hublot Uses Bernie Ecclestone's "Battered Face" In Ad Campaign

Hublot, the official watch of F1, is using the “battered face” of F1 Management Chair Bernie Ecclestone in a new print ad, according to Graham Dunbar of the AP. Ecclestone was “mugged by four attackers and robbed of his watch and jewelry” worth US $315,000 in London last month. The ad released yesterday “shows a photograph of Ecclestone with a black eye and scratched face -- provided by the F1 chief himself from a mobile phone -- being used in ads for the Hublot brand.” Hublot CEO Jean-Claude Biver: “He said, 'please use it to make an advertising campaign because I want to show that I'm courageous.'" The tag line quotes Ecclestone as saying: "See what people will do for a Hublot." The ad notes the Geneva-based firm "condemns all forms of violence and racism." Biver said that the ad will “run for three days this week, featuring mainly in the Financial Times newspaper” (AP, 12/7). In London, Kevin Eason writes the ad is “marketing gold for Hublot and another demonstration that Ecclestone can see a joke in even the most serious incident” (LONDON TIMES, 12/8).
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