TURN BACK THE CLOCK by TWENTYTHREE for Biox

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TURN BACK THE CLOCK

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Industry Skin Care
Media Radio
Market Israel
Agency TWENTYTHREE
Account Supervisor Keren Nir
Production Studio Ron
Production The Bakery
Released August 2010

Credits & Description

Category: Best Use of Radio as a Medium
Advertiser: DEAD SEA PREMIER
Product/Service: BIOX ANTI-AGING SERIES
Agency: TWENTYTHREE
Scriptwriter: Erez Rubinstein/Yossi Tzarfati
Account Supervisor: Keren Nir
Production Company: THE BAKERY, Tel Aviv, Tel Aviv, ISRAEL, ISRAEL
Production Company: STUDIO RON, Tel Aviv, Tel Aviv, ISRAEL, ISRAEL
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: TWENTYTHREE, Tel-Aviv, ISRAEL

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
FVO: The time is 1:59 AM. The time is 1:59 AM. The time is 1:59 AM. The time is 1:00 AM. The time is 1:00 AM. SFX: Music ANN: Biox Anti-Age by Dead Sea Premier. Turn back the clock.

Full script of the ad in the original language
FVO: Hashaa achat hamishim vatesha. Hashaa achat hamishim vatesha. Hashaa achat hamishim vatesha. Hashaa achat efes efes. Hashaa achat efes efes. SFX: Music ANN: Sidrat Biox Anti-Age shel Premier Yam Hamelach. Hachaziri et hasha'on le'achor.

Brief Explanation
This Radio spot aired at the exact moment that everyone is Israel moved the clock one hour back, ending daylight savings time. The Speaking clock is a well known service in Israel, which enables anyone to call a certain phone number and a female human voice recording repeats the exact time, just like in this radio spot. The spot was released a few days prior to its airing, and received a lot of attention in marketing blogs, being the first time the time-change was used for a campaign.