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About Cartier TV Commercial, 'Shape Your Time'

Much time has passed since the invention of Cartier, yet the watches are timeless.

iSpot Review — November 7, 2014

Who knew watches could be so awesome? Mechanical marvels melt into other mechanical marvels, and the gears and cogs of our timepieces are the gears and cogs of the universe. It's heady stuff, man.

The creative idea is to bend the mind with beauty and precision and be sure Cartier gets the credit.

What begins as a nostalgic look within an old-school watchmaker's shop, quickly transforms into a more modern expression of precision timekeeping; but the mind stretches to the horizon, when the watch parts begin to reconfigure and take on the organic shape of a Leopard. And forget about trying to describe the futuristic leap the creative takes after that.

All we can say is that Cartier is in the future and it spans the universes. Little children from the Andromeda Galaxy to Anaheim California will forever admire and adore the sparkle of Cartier.

Telling this story convincingly while staying true to the Cartier brand must have been a challenge for the creative team, but they were clearly up to it. To deliver an elegant, timeless, beautiful viewing experience around this far-out creative idea is no small feat and deserves praise.

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“Creative Watchmaker”
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