Citizen Eco-Drive Innovation commercial focuses on the concept of “powered by any light” even inside an elevator, where magic happens.
It starts simply enough: a man in an elevator, a woman rushing in just before the doors close.
“Is that a Citizen?” she asks, eyeing his watch.
“Yes. Powered by light.”
“Any light?”
And just like that, the elevator ride turns into something else entirely.
With each question she asks about what powers the watch —city lights, neon, strobes, headlights, flashlights —the two are transported into a series of quick, almost dreamlike scenes: a rooftop overlooking the city at night, a pulsing club, an underwater dive. Each moment lasts only seconds, but together they make the point clearly: Citizen’s Eco-Drive watches run on any light, not just sunlight.
The concept is clever, but more than that, it’s fun — like being on an immersive adventure. The viewer gets caught up in the journeys with this couple, who are clearly enjoying the ride. But then, reality hits. The elevator reaches its destination. The doors open. They step out and go their separate ways, as though nothing happened.
Except, of course, it did. Or at least, you kind of wish it had.
That 72-second spot celebrates 50 years of Eco-Drive Innovation and of its evolution so that today, any light, not just solar light, powers the watch – underscoring today’s values of sustainability and ecological balance.
Citizen Eco-Drive Innovation commercial
There are also two additional spots that highlight the new 50th anniversary Eco-Drive watches, Flo and Endeavor Chrono. Those lean more into lifestyle.
The 30-second version shows two women getting ready for a night out, stacking multiple small Flo watches on the wrist before heading to a club, where the watches are powered by the strobe lights. The 30-second Endeavor Chrono spot follows a man from a day on a yacht to a romantic restaurant where mood light powers the watch. In all honesty, the product-driven spots don’t quite match the immersive quality of the Eco-Drive Innovation brand commercial.
But that elevator commercial? Those fleeting, imaginative escapes? They linger. They almost make you wish someone would hold the elevator for you. Catch the commercial here.
