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Citizen premiers Alice in Wonderland-themed TV advertising for Christmas


Citizen is showing the breadth of the opportunities that its partnership with Disney provides by including music and characters from the movie maker’s classic Alice in Wonderland in its Christmas commercials.

The White Rabbit’s song I’m Late plays as a real life white bunny hurries to a meeting with Alice and the Mad Hatter who are both on time wearing their Citizen timepieces.

In a second scenario, the White Rabbit is late to a showing of Queen of Hearts at the Kings Theater. A modern day Cheshire Cat checks his Citizen timepiece as he enters the theater on time, only to shut the door closed as the White Rabbit runs to enter, but is too late.


The commercial will 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.

Citizen says it will continue to roll out advertising featuring the most memorable Disney tunes and characters throughout the multi-year partnership.


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