La Revue FH - 30 April 2009 - No 8
In a time of economic challenge, Tag Heuer is extending its bold vision of the avant-garde with a brand new, emotionally charged ad campaign that challenges the very rules of endorsement marketing.
The famous challenge of TAG Heuer, «What are you made of?», is the common thread linking the past campaign to this daring new one. Now, however, the confrontational claim expresses the unique drive and passion of these super-achieving Knights of Time.
The visually stunning campaign coincides with the signing of new TAG Heuer ambassador Leonardo DiCaprio, who is partnering with the brand to support two of the world's most important environmental charities: the Natural Resources Defense Council and Green Cross International. The Hollywood superstar and committed environmental activist will appear in the new campaign endorsements of TAG Heuer's new ultra-masculine Aquaracer 500. Other visuals will feature world number one golfer Tiger Woods for Link, 2008 F1 World Champion Lewis Hamilton for TAG Heuer's bestselling Carrera line and tennis superstar Maria Sharapova for women's expression of Aquaracer and Link.
The sophisticated visuals were shot by master photographer Tom Munro, whose glamorous photos regularly appear on the covers of Italian Vogue and Harper's Bazaar. Produced by CLM BBDO, the campaign will be launched worldwide in May.
«TAG Heuer's 2009 ad campaign is an inspirational tale of personal achievement, » said Jean-Christophe Babin, TAG Heuer President and CEO. «It tells the story of extraordinary individuals who transcend obstacles to realize dreams and attain the unreachable - and then keep going, setting their sights even higher, on horizons not yet dreamed of. These incredible men and woman are champions who never stop thinking of themselves as challengers. This is why, in their stunning portraits by Tom Munro, they don't wear the watches on their wrists but brandish them in their fists - as public declaration of their determination. The timepieces aren't accessories, they are talismans - lucky charms accompanying heroes on a perennial quest to be better, stronger, faster.»
