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Hublot

The latest striking and innovative Hublot advertising campaign of the iconic Big Bang collection’s 20th anniversary is an opportunity to illustrate how an exoticism-based image analysis can provide additional dimensions.



Photographer: Carlijn Jacobs, May 2025

The cat, facing the camera, is the main protagonist, together with the centrally positioned red watch. The bearded man's face is elusive.

Back to Segalen's sources of exoticism, we can observe the differences between:

  • Man and Animal, activating the distance modality.
  • Man and other sexes, activating the seduction modality.
  • Nature and Culture (Living beings and technological objects), activating the distance modality.

The ad shows a formally dressed man wearing a red watch on his left wrist and holding a white, blue-eyed Birman cat.

  

The cat is the main protagonist (Together with the watch)


Karl Lagerfeld and his cat Choupette

Ernst Stavro Blofeld is a character  created by  the writers Ian Fleming and Kevin McClory, who appeared in six James Bond films.


The ad activates most of the exotic modalities

All the Ad elements contribute to highlighting and merging the extraordinary ceramic red watch and radical individuality of the cat.

Cartier
Example of an Exotic advertising analysis