Sekonda’s tactical ad mocks ‘two-jobs’ Theresa May in The Sun

Even brands are mocking MPs for having second jobs now, after watch brand Sekonda claimed it “only does one job” in a reactive press ad today.

The three-quarter-page ad (shown in full, below) in The Sun today was positioned next to a story about Theresa May making £85,000 a year from after-dinner speaking.

The ad, part of Sekonda’s “No Time for Nonsense” campaign, was planned and bought by John Ayling & Associates, with creative by its ad agency Lucky Generals.

The creative platform is meant to call out the nonsense seen in real-time cultural moments and provide a ‘reality check’ perspective. The brand is seeking to position itself as a challenger to take on the status quo of watch advertising.

It is understood that the brand’s marketing team had been waiting for the right opportunity over the last week to run an ad with the copy “only does one job” next to newspaper reporting about MPs having jobs outside of Parliament.

Accusations of “sleaze” have been levelled at Boris Johnson’s Conservative government in recent weeks after the Prime Minister strong-armed MPs into voting to overrule Westminster’s standards system. That order came shortly after Owen Paterson, a former Conservative cabinet minister, had been found to have broken Westminster rules after he was paid to advise diagnostics company Randox.