The campaign was created by Kirshenbaum Bond & Partners, New York.

It includes print, online and cinema advertising executions and will appear from next month. Explaining the strategy, Timex's senior marketing vice president Mark Shuster was quoted in an official release, as saying, "Over time, Timex has built one of the most innovative and well-designed product lines in the industry. And now we are redirecting all of our marketing efforts to let the world know it. With this new campaign, we are firing the first salvo in the battle to capture attention and -- more importantly -- change perceptions."

"Life is Ticking" is a modern evolution of the tag "It takes a licking and keeps on ticking". The release adds that the new tagline gives a respectful nod to the old while sending the message that Timex is a contemporary and relevant brand.

The bold, simplistic and graphic "Life is Ticking" print campaign leverages wry visual humour and subtle product hints paired with minimal copy. The release says, the ad allows consumers to make the connection between Timex's innovative product attributes and their implication in everyday life. Each visual execution depicts a slightly exaggerated real world "problem", in which Timex product offers the solution.

For example, one ad shows two pairs of legs peeking out from under tangled blankets in a dark bedroom. A Timex watch sits underneath the photo. The copy reads "Indiglo Night Light", -- highlighting Timex's watch illumination technology.

The campaign aims at demonstrating how Timex helps one to make the most out of time, and the most out of life. For instance, instead of showing a guy with a Timex digital compass in the woods, the ads show how a Timex can help in finding your way through the sameness of suburbia, states the release.

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