Citizen Unveils Global Advertising Commercial Featuring Iconic 'I'm Late' Song From Disney's Alice In Wonderland

LAKE BUENA VISTA, Fla., Nov. 14, 2018 /PRNewswire/ -- Along with the unveiling of Citizen's newly branded in-park clocks at Walt Disney World Resort and the Disneyland Resort as well as the latest launch of their new Mickey Mouse timepieces, Citizen continues to emphasize time in its latest song choice for its first-ever commercial using iconic Disney music.

Paying homage to the Disney classic, Alice in Wonderland, the new commercial features a reworking of the iconic song 'I'm Late', as sung by the White Rabbit.

The global television spot, the first in the brand's new alliance with Disney, features the famous White Rabbit along with several hidden references to the classic film. Brought to life by creative production partner Townhouse, the classic fairytale is reimagined into a modern wonderland with a combination of live action and CGI featuring Alice, the infamous Cheshire Cat, Mad Hatter and more.

The story opens with a playful suspense of bunnies rushing a street lined with daisy's. Among which is our hero, the White Rabbit, in a race against time, but in today's world. In the first scenario, he's late to a meeting with Alice and the Mad Hatter who are both on time wearing their Citizen timepieces. In the second scenario, the White Rabbit is late to a showing of 'Queen of Hearts' at the Kings Theatre. A modern day Cheshire Cat checks his Citizen timepiece as he enters the theatre on time, only to shut the door closed as the White Rabbit runs to enter, but is too late. Throughout the commercial, those around the White Rabbit, like Tweedledee and Tweedledum, are struck by his rushed persona, while the White Rabbit continues on his quest to be on time.

The commercial can be seen globally in two 15 second versions and two 30 second versions starting this fall and will air on select television networks including ABC and FOX, as well as on Roku and in cinema with Screenvision.

Each year, Citizen will continue to celebrate their strategic alliance with Disney through the use of an iconic Disney tune for strategic advertising purposes.

To discover more about Citizen and its ongoing partnership with Disney, continue to follow at www.citizenwatch.com.

About Citizen
Citizen, a pioneer in watchmaking and innovative technology since 1918, promotes excellence and creativity with a deep-rooted respect for craftsmanship. Citizen advocates "Better Starts Now," searching for and accomplishing goals that are cause driven. In this respect, Citizen aligns with organizations and personalities that reflect the values of the brand including the Naismith Awards and Good360.

For over 40 years, Citizen's Eco-Drive technology has served as the prime example of how the brand is dedicated to making the world and its environment a better place. A simple yet revolutionary concept, Eco- Drive harnesses the power of light from any natural or artificial light source and converts it into energy, eliminating the need for any battery replacement.

About Walt Disney World® Resort
Walt Disney World Resort is a world-class entertainment and recreation center featuring four theme parks (Magic Kingdom Park, Epcot, Disney's Hollywood Studios and Disney's Animal Kingdom Theme Park); two water adventure parks (Blizzard Beach and Typhoon Lagoon); 35 resort hotels (28 owned and operated by Walt Disney Parks & Resorts, including seven Disney Vacation Club resort properties); 63 holes of golf on four courses; two full-service spas; Disney's Wedding Pavilion; ESPN Wide World of Sports Complex; and Disney Springs. Walt Disney World Resort is committed to building better futures for children; last year, the company donated more than $44 million in cash and in-kind support to non-profit organizations in Central Florida and Disney VoluntEARS contributed 200,000 hours to community service. Located at Lake Buena Vista, Fla., 20 miles southwest of Orlando, Walt Disney World Resort opened Oct. 1, 1971, and is open daily, year-round. For more information, please visit http://aboutWaltDisneyWorldResort.com/.

About the Disneyland® Resort
The Disneyland Resort features two spectacular theme parks – Disneyland (the original Disney theme park) and the reimagined Disney California Adventure Park – plus three hotels and the Downtown Disney District, comprising unique dining, entertainment and shopping experiences. The Resort's hotels are the luxurious, 948- room Disney's Grand Californian Hotel & Spa, which also features 50 Disney Vacation Club units; the magical, recently renovated, 973-room Disneyland Hotel – both AAA Four Diamond properties – and the 481-room Disney's Paradise Pier Hotel with its "day-at-the beach" fun. The Disneyland Resort is committed to providing opportunities for families to spend time together. Last year, the Resort donated nearly $21 million to programs benefitting children and families, and our cast members volunteered at more than 230 community events. With 30,000 cast members, the Disneyland Resort is Orange County's largest employer and generates $5.7 billion for the Southern California economy. For more information, please visit Disneylandnews.com/fact-sheets/ or call (866) 43-DISNEY.

About Townhouse
Townhouse is a global production agency, partnering with clients and agencies to elevate creative with tailored production strategies and executions. Townhouse manages the entire process of video and static asset creation, from production planning and development to execution and delivery. Their integrated teams of producers, business affairs, talent and traffic management bring the best solutions to the table, whether partnering with outside vendors, leveraging the talent of their internal content creators or a combination of the two. For more information please visit, https://townhouseww.com/.

SOURCE Citizen Watch Company of America, Inc.

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