Jeremiah Kipp directed this commercial for a small watch brand, John Isaac Geneve, featuring an angry girl who literally works out with her training all day (check out the montage – it’s morning and then it’s night) and then is proud that she has a man and is on track to being a real tiger when she gets older. Or something.

I personally like the little twist – the main character sees her watch on the wrist of another woman on the subway and approves – and it’s considerably more accessible than some watch advertising I’ve seen, so good on Mr. Kipp. I actually kind of dig the watch, as well. It’s a nice big face with bold numerals and an auto ETA movement.

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By John Biggs

John lives in Brooklyn and has loved watches since he got his first Swatch Irony automatic in 1998. He is the editor of WristWatchReview.

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