The whole purpose was to indicate the bond or relationship you will have with the Omega watch. Mot people get attracted to things they love having and making it personal. For the most part they do it with the lighting and the old method was used. Making Cindy look sexy with the watch at the same level with her lips gives you that personal feel. I do agree with this ad because people tend to get personal and attached to things they use daily, just like their phone. Objects like this are not just used for specific purposes, but also they become accessories and part of their outfit just like this ad.