Friday, August 01, 2014

Compelling Ads from Solvil et Titus

Solvil et Titus is a formerly Swiss, now Hong-Kong-based, watch company, founded in 1887. I've got a few watches and the one which I wear most often is from Solvil et Titus.

Solvil et Titus is well-known for their mini story advertisements, each of which tells a compelling story that you either identify so much with or find it overly dramatic.


I've always found Solvil et Titus advertisements really touching. My absolute favourite is "Time is Love 2012". I had a little tear drop in my eye when I saw the part on the elderly couple. Do watch it if you have 2 minutes to spare. I've shared the one with English subtitles here for my international readers.




For my Chinese readers, don't you agree that poignant words always sound a lot more melancholic and beautiful in Chinese (whether Mandarin or Cantonese)? Here is the 4-minute version in Mandarin with Chinese subtitles.




For 2014, Solvil et Titus introduced 那一年篇 (That Year). When I first saw it screening before the movie Hercules just a week ago, I scoffed at it and told the hubz that this is their worst advertisement ever. I heard many in the audience stifling their laughter when they realized that it was a Solvil et Titus ad at the end, rather than a trailer for a touching movie.


As usual, the version with English subtitles is included here for my non-Chinese readers.




The Chinese version that sounds so beautifully lyrical, I could cry. For my fellow Chinese, here you go!




I will include my view on this ad in light colour below. Do watch the video and let me know your thoughts before highlighting the portion to read my view.


My intitial thoughts:

The girls with long hair gliding though the wind and running in uniforms completely imbalanced the logical side of me. Half the time, I was much too disturbed by these girls running with their hair not tied up in neat ponytails. Another thing that made me cringe were their uniforms. Why the heck are these girls running long distance in their uniforms? Can't they at least change to their sports attire? I was so unsettled by these that I probably missed out the beauty of the words and the powerful message that was being conveyed. 


Thereafter:

Well, I watched 3 movies these week -- Hercules, Chef and Dawn of the Planets of the Apes. Each time, this ad would screen before the movie. Each time, I heard silence, followed by people stifling their laughter at the end of the ad. 

The second time I saw this ad, I love the beauty of the words and the compelling ending message "用力跑过去才会成为我们的过去" (There is a beautiful Chinese pun in this line but in proper English, it would read as "We can only put the past behind us by focusing on moving forward"). I also appreciate the line that used to echo how I felt about regrets. "If I ran backwards, could I go back to that time?" I started to like this ad a lot. Only that I felt it would be more effective if the ad portrays only a girl running with her hair tied up. It would probably appease the imbalanced grinch out there like me. 

As the adage goes, "Third is a charm". I finally understood the true meaning of the ad and this would rank as my 2nd most favourite ad from Solvil et Titus. Heart slowly overcome the mind. The many girls represent all the sad people in the world who had fallen out of love. Who cares about your hair if you're attempting to pick yourself up from the rut and move forward? The smooth flowing hair gliding through the wind while running could also signify the beauty and freedom of running away from their ex partner, from their hurt and moving forward. 

I identified so much with many of the lines in the ad that I find myself scouring Google and Youtube for a version of this ad to share with more people. I was ecstatic when I found both English and Chinese versions.  


Let me know your thoughts on the videos. I would love to hear from you!




21 comments:

  1. Ah yes, these are both wonderful ads. And I also kept thinking during #2 "who runs dressed like that? Such an unsound practice." I am too unromantic at times I suppose :) Of course, neither ad made me want to buy a watch, but they were very sweet and beautiful!

    http://downwithpants1969.blogspot.com/

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    1. I think you aren't unromantic. You are being practical. Most compelling ads only serve to move me but not earn my money too. Some compelling ads etch a deep memory but at times, I do not remember what the ad is for. Hmm... I wonder if that's successful marketing.

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    2. I often remember an ad but forget the product they were selling too. Some sort of consumer amnesia :)

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  2. Commercials filled with human emotion like this are really so poignant and touching. I was welling up a little from watching the Time is Love 2012 one especially when the elderly couple was depicted like you. I think this can remind us of the little things in life that are really important. Yes there is something melancholic about the voiceover in Mandarin. The voice reminded me of Takeshi Kaneshiro's.

    Have a wonderful weekend Jo!

    Rowena @ rolala loves

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    1. I enjoyed reading your thoughts on the adverts and I'm happy to hear that you are on the same plane as me too.

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  3. Hi Jo! Well, I think I know them for their touching commercial spots. The first one is truly beautiful, I just watched it. Then, I saw the second one and I had your first thought, when I read you changed your mind I felt to watched it again and I think it needs a bit to fully get its point. I really loved at the end as I can feel what we all went through at least once in life. I think keeping ourselves busy and and moving on is the only way to go ahead and left the past behind. Many Kisses Jo! xo

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    1. I'm surprised to hear that you know of these ads even though you're from Italy. Thanx for sharing your thoughts with me. I enjoyed reading what you have said.

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  4. Ah wait what!? Does the cab stop Jo?! I need to know what happens! I can't believe that is an advert, I feel like it needs to be showcased at the Cannes Film Festival. What an incredible love story and the second one, you third analysis, wow that opened my eyes up. I think I was so drawn in with reading the subtitles I didn't really see the finer details and the sense of it all. Running in uniforms doesn't make much sense to me unless it's implying to young love and just how dramatic it is to a teenager. You can be so deeply in love one minute then the next they're gone and your world is shattered and you can't breathe. Literally. LOL (oh to be young again!)

    Thanks for sharing these Jo, they were both so beautiful! I wish they made adverts like these where I live dammit!
    Sxx
    www.daringcoco.com

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    1. I guess that's for us to interpret though I would believe the cab stopped. Ah yes, the subtitles kinda distracts especially since the voice-over is in Mandarin. Thanx for sharing your thoughts with me. I enjoyed reading what you have said.

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  5. Hi Jo, this is the first time Im hearing about this brand, I don't think they sell it here in Safrica. Thanks for the introduction, I like the story type commercials, it connects more with people and the text was wonderful to read.Thanks so much for stopping by...Hope you have a successful week ahead!

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    1. Thanx for sharing your thoughts with me. I enjoyed reading your perspective.

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  6. Now I feel bad. I didn't mean to make all those girls run and run and run!!! :D

    My favorite was the first one, with the old couple and the young fool.

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    1. You're a notti boy, Rick! And I'm glad you like the ad.

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  7. Hi Jo, the first spot reminds me a lot of the movie The Notebook with Ryan Gosling. It's truly touching and beautiful. Well the second I don't know how I feel about it. I really love the message it delivers. "We can only put the past behind us by focusing on moving forward" but not the ad itself. If they showed the spot over here people would burst with laughter. Me too. I don't mind that the girls run in their uniform and that their hair isn't tied up but it doesn't make any sense to advertise a watch like that.

    I read what you said about the sunnies and Firmoo. I know you're picky when it comes to glasses but Firmoo contacted me and asked me if I knew some bloggers. If you want me to I could tell them about your blog. They always want a sincere review that's what I love about the shop. Tell me what you think about it. Have a wonderful day Jo!!

    xx Mira

    www.glamdevils.com

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    1. I haven't read or watch The Notebook but I know it is a beautiful story. AFter all, isn't that the show which made everyone love Ryan Gosling and Rachel McAdams? Thanx for sharing your thoughts with me. I enjoyed reading your perspective.

      As for Firmoo, I would drop you an email. Look out for it! xoxo

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  8. I'm not familiar with the brand, but I love the message: "time and moving forward" The girls look free of burdens and nothing is holding them back. That's probably why their hair is loose. The uniforms? Hmmm, I don't know. It seems like a luxurious watch, so I think it would've been more befitting of them in elegant gowns, coming down a stair case or something. Oh Jo! I'm not sure. Those are just my thoughts. HAHAHA
    http://www.averysweetblog.com/

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    1. Thanx for sharing your thoughts with me. I enjoyed reading your thoughts on it and the various perspectives from everyone here. Solvil Titus isn't super luxurious. They could cost from SGD$200+ onwards.

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