anything everlasting ? - 不在乎天長地久, 只在乎曾經擁有

Written for (Swiss watches) Titus commercials in Hong Kong by the International Advertisement Awards winner, Mike Chu,  this (1990’s) slogan means,

“It doesn’t matter whether something can last as long as the sky and the earth.
 What really matters is whether you’ve ever possessed it.”

I love this beautifully written slogan at first sight  (and I like my English translation too)     However, this kind of thinking is definitely not traditional Chinese  (perhaps, modern Hong Kong?)  Nevertheless, the use of old poem-like classical Chinese to describe some modern thinking makes this slogan sound even more interesting !

 

Mr. Mike Chu (Hong Kong)  =  朱家鼎
不在乎 =  does not matter,      天長地久 =  lasting as long as the sky and the earth,
只在乎 =  only matter,                    曾經 =  ever,             擁有 =  possess

 

commerical 1  -  scenes in WWII era,  with actor CHOW Yun-fat  -  2:33 min.  YouTube

 
commercial 2  -  scenes in early 20th century,  with Anita MUI  -  0:59 min.  YouTube