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Rolex Ad Analysis
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The ad:
Who's the sender?
Rolex is a well established 105 year old brand.
Thus, the ethos and credibility as a luxury watch dealer is highly credible.
The ad is trying to
Create links to associations. "An achieving and famous golf player wears the watch."
Reinforce brand position and brand identity as the brand for achievers.
We LIKED the fact that the endorser spoke no words about the watch, yet his expressions and the images used implied the watch’s perfection.
We DISLIKED the fact that we didn’t see if Immeldo managed to hit the ball in the hole! Obviously we are meant to assume he did, yet showing it would have made it infinitely clearer.
Yes, THE AD WORKS. The music and image cuts all reinforce the brand, making the entire ad as a whole visually and audibly appealing.
The sender is an endorser. The sender is:
Trevor Immelman
The ad is EFFECTIVE because it captures the basic principle of the Rolex Brand Image (achievement) and emphasizes it using a credible celebrity endorser who is known for achievement.