Words: Violet
We’re used to over the top, ultimately truly epic car advertisements, drinks ads tend to rank pretty highly in these stakes also, but watches? Well, in our experience they tend to be more reserved and understated. So when this Panerai advertisement landed in our inbox we were slightly taken aback.
Watch as athletes move in slow motion, chalk dust rising from the ground in multiple black and white split-screens, then as sailers take on monumental winds in their endeavours to tackle the seas. So yes, maybe it is a little over the top, but you can’t deny it’s awesomeness.
According to Panerai “Sport is the kingdom of performance, of comparison and measurement, and in the history of many sporting disciplines a modest difference of a few thousandths of a second has transformed an athlete into a legend.”
Directed by Luca Perazzoli for Officine Panerai and produced by Kapsel Production, the essence of the chronograph realises an ancient, beguiling dream of humankind and this, perhaps, can explain the ubiquity and success of this complication even more so than its many applications and sophisticated functions.
For more information visit panerai.com
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