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Citizen Commercial Features Iconic ‘I’m Late’ Song From Alice In Wonderland — Watch the Video

It features the famous White Rabbit along with several hidden references to the classic film.

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(PRESS RELEASE) LAKE BUENA VISTA, FL – Along with the unveiling of Citizen’s newly branded in-park clocks at Walt Disney World Resort and the Disneyland Resort as well as its Mickey Mouse timepiece launch, Citizen continues to emphasize time with the song choice for its first-ever commercial.

Paying homage to the Disney classic Alice in Wonderland, the 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 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 playful bunnies rushing a street lined with daisies. One of them is the White Rabbit in a race against time, but in today’s world. In the first scene, he’s late to a meeting with Alice and the Mad Hatter, both of whom are 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 theater 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 its alliance with Disney by using an iconic Disney tune for advertising.

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