The Carrera had 60 years of history. Every other luxury watch brand would have made a film about that history. We made a film about stealing the watch.
Five minutes of action comedy starring Ryan Gosling, Vanessa Bayer and David Leitch. An ad within an ad. A Hollywood blockbuster miniaturised into a watch campaign that made the entire luxury category look like it had been doing it wrong for decades. George Ciz, TAG Heuer’s Chief Marketing Officer: “TAG Heuer Carrera is one of the most iconic collections in the whole watchmaking world. Some of the greatest drivers in history have worn it. So we wanted to celebrate its 60 years with something really special.” Our CCO Alexander Kalchev: “We decided to choose a very different tone of voice. We wanted to pay homage to TAG Heuer’s spirit by creating communication that is as bold as the Carrera and goes beyond traditional watchmaking tropes.”
Gosling said: “This campaign is wildly different from not only everything we’ve done together, but anything they’ve ever done before.”
TAG Heuer CEO Frederic Arnault called it “a world-first: a mini Hollywood blockbuster collaborating with the best action-movie director in the world.” The Drum named it Ad of the Day. Adweek ran a deep profile on how the campaign fits TAG Heuer’s ambition to become a billion-dollar brand.
60M YouTube views in the first week.
+83% Instagram following.
+50% visits to product pages.
+20% purchase intention.
+12% likelihood to recommend TAG Heuer.
