10:08, 8 minutes past 10, is the time, analog watches are set in most advertisements.

There are several reasons for this, generally to do with psychological factors:

• The form of the hands has a positive effect on the viewer: the short hand pointing at 10, the long hand pointing at 8 minutes has the form of a check mark, which commonly means "ok" or "fine".
• 10 o'clock is in the morning, so the day has still to begin, it is young and you can still do so many things.
• 10 is the time you probably get up when you have time to sleep as long as you want, so you are relaxed. 10:08 can thus be associated with weekend, leisure and relaxation.
• This position of the hands does not obscure the date on watches with a date-function at 3 o'clock or any other functions at 9 or 3 o'clock.

Digital watches in commercials are set to 10:58.