Launching the SEIKO x Jimmie Johnson Collab Watch

Launching the SEIKO x Jimmie Johnson Collab Watch

We have been fortunate to have an ongoing stream of opportunities to collaborate with many Japan-based clients over the years including Ajinomoto, Hitachi, Panasonic, and Sanrio among others. In this instance, it’s premium watchmaker, SEIKO.

The Seiko offices in Japan sought to introduce a special edition of the Coutura Solar Chronograph watch that had be a co-creation with 7-time NSACAR Cup Series champion and family man of two young girls, Jimmie Johnson. Seiko Japan wanted to work a U.S.-based ad agency who could develop creative that would resonate with American audiences; an ad agency that could collaborate very well with a Japan-based client; and an ad agency that could properly handle star talent and production.

Our task had been to create a memorable TV/video ad– and accompanying still images– that would harness the exhilaration, performance and style of the SEIKO watch while simultaneously making Mr. Johnson’s inclusion in the advertising purposeful, humble and authentic as much he is.

Johnson and his family live in Charlotte, North Carolina so filming had to be in close proximity to his home. We used three different Chevrolet Camaros. Why 3? We were on a very tight production schedule to film. We only had Mr. Johnson’s time for like 5 hours, so using one car provided set designers no time to break-down and prepare scenes. One car was set-up for still images at one nearby location (red). Another for putting a trailer to drive around town (green). And a third used as the main car Jimmie actually uses (blue).

He and his wife Chandra are co-founders of the Jimmie Johnson Foundation (JJF), which supports K-12 public education. Therefore the subtle storyline of Mr. Johnson rushing around in the car that culminates with him pulling-up in front of a school, to presumably pick-up his girls, truly connects the dots.