Saat&Saat - Father's Day

Creative idea

Building on the 30th anniversary campaign, which highlighted Turkey’s unique relationship with time, Saat&Saat carried the same cultural truth into its Father’s Day film. While some societies are highly punctual, in Turkey life often means delays and waiting. This time, the brand portrayed a daughter keeping her father waiting after school, focusing on his patience and unconditional love. With the line: “Since childhood, we’ve loved wearing watches, but never quite mastered how to use them,” the brand connected everyday family dynamics with its long-standing narrative on time.

Brand name: Saat&Saat
Advertiser / client: Saat&Saat
Product / service: Watch Models, Jewelry, and Accessories
Campaign name: Fathers Who Give Us All Their Time
Agency network: INDEPENDENT AGENCY
Agency: aRthuR Istanbul