Thing of Beauty: Ticking Rolex Ad on New

The below display unit for Rolex is a lovely hybrid of online and magazine advertising — specifically, fashion magazine advertising.

The ad was created as part of Rolex’s exclusive sponsorship of the just relaunched (please click through to view it), which is a collaboration between Time Inc. and Getty Images. The new site let Web users view millions of images from the magazine’s past alongside current ones from Getty. (The Wall Street Journal has more details.)

Graphically, the ad is the height of simplicity: an elegant photo of a watch reflecting the current date and time. Animation here is limited to three quietly ticking hands, proving once more that the best use of motion in online advertising may be the least use of it. (See Apple’s ads for the MacBook)


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