Kevin Pietersen MBE

Kevin Pietersen MBE, cricketer, former England captain and ODI player of the year, continues his eight year ambassadorship for Citizen, the high end Japanese watch manufacturer, with a new advertising campaign. Other Citizen sporting ambassadors include American footballer Eli Manning, Ice hockey player Dion Phaneuf and former women’s tennis world no. 1 Victoria Azarenka.

The 2013 Autumn/Winter campaign was shot by Mark Newton, whose agenda was to capture Pietersen’s ‘love of fashion and his personality while keeping the new timepieces squarely in the spotlight’. Therefore, gone is the cricket paraphernalia of previous campaigns, instead the monochrome images provide close-ups of Pieterson and his distinctive tattoos, creating what Pieterson himself called an ‘edgy style…totally in line with Citizen’s cutting edge appeal’.

Mark Robinson, the UK managing director of Citizen, goes further, expressing how these images were intended to show ‘how to wear citizen for different looks and occasions’. This is clearly achieved through the decision for Pieterson, in one image, to wear a vest instead of the traditional suit or cricketing uniform.

The combination of practicality, efficiency and style is that which Citizen is hoping to promote through their campaign with Pieterson, whose previous campaigns have includes strap lines such as ‘Be Precise. Be Powerful. Be Unstoppable’.