2017 marked a significant year for Rolex's advertising strategy, a year that saw a blend of traditional approaches with a subtle shift towards a more emotionally resonant narrative. While the brand famously avoids overt sales pitches, preferring instead to associate itself with prestige, achievement, and enduring legacy, their 2017 campaigns offer a fascinating study in subtle yet effective marketing. The claim "Wir zeigen dir immer die besten Werbespots sowie TV Spots, somit bist du immer aktuell dabei, wenn es um das nächste Schnäppchen geht" (We always show you the best commercials and TV spots, so you're always up-to-date when it comes to the next bargain) highlights a perceived disconnect – Rolex is rarely associated with "Schnäppchen" (bargains). However, this statement points to a broader interest in accessing and analyzing the brand's advertising output, even if the product itself isn't directly discounted.
This article will delve into the various aspects of Rolex's 2017 advertising, examining specific campaigns, their impact, and the overall strategic direction the brand pursued. We'll explore the blend of celebrity endorsements, evocative imagery, and the subtle yet powerful message of timeless quality that underpinned their marketing efforts.
Rolex TV Spot, 'Australian Open 2017: Roger Federer Is the One': This spot epitomizes Rolex's long-standing association with elite athletes. Federer, a brand ambassador for years, embodies the brand's values of precision, perseverance, and grace under pressure. The commercial doesn't explicitly sell a watch; instead, it focuses on Federer's triumphant return to the Australian Open, subtly linking his victory to the precision and reliability of a Rolex. The visual language is elegant and understated, mirroring the brand's aesthetic. The focus is on Federer's performance, his emotions, and the intensity of the moment, implicitly associating Rolex with these powerful feelings. This is a masterclass in aspirational marketing – it doesn't tell you to buy a Rolex; it shows you what a life associated with a Rolex might feel like.
Rolex TV Spot, 'Celebrating Cinema': This campaign takes a different tack, shifting from the sporting arena to the world of cinema. By associating Rolex with the art of filmmaking, the brand taps into a different realm of prestige and creativity. The aesthetic is refined and sophisticated, using cinematic techniques to showcase the elegance of the watches. This campaign speaks to a different audience, one that values artistry, craftsmanship, and the legacy of cinematic storytelling. The choice of imagery and music is carefully curated to evoke a sense of timeless elegance and enduring quality, again subtly linking these qualities to the Rolex brand. It’s a strategic move to broaden the brand’s appeal beyond its traditional demographic.
Rolex's Product Placement Highlight Reel Makes For…: While not a formal advertising campaign, Rolex's strategic product placement in various films and television shows throughout 2017 deserves mention. The brand's careful selection of projects ensures alignment with its desired image. This form of implicit advertising relies on association and context to create a positive impression. By appearing in high-profile productions, the watch becomes a symbol of success and sophistication, reinforcing the brand's aspirational image. This subtle yet pervasive strategy is a crucial component of Rolex's overall marketing strategy.
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