Tag Heuer Grand Carrerra

TAG Heuer Grand Carrera | Advertising Campaign

TAG Heuer were introducing new watch models for the prestigious Grand Carrera series. Their advertising had a tradition of using Tag Heuer brand ambassadors- High profile actors, sportsmen and musicians.

They were looking for an agency/concepts to add a new creative and strategic direction to their ‘brand ambassador’ advertising.

We proposed two advertising concepts/routes;

Route 1

The watch is the hero – visually personifying the personality’s characteristics and environment, what would the watch look like if it belonged to this person?

Gordon Ramsey Watch

Focus on Gordon Ramsey’s watch having fallen off his wrist to be floating in boiling cooking water + ingredients.

Lucian Freud Watch

The painter Lucian Freud’s watch is photographed showing the face with wet paint marks and accidental splashes.

 

Kimi Raikkonen Watch

FI Grand Prix winner Raikkonen’s watch is shown after completing an F1 circuit covered with dirt and oil from speeding around at 220mph!.

Jackie Chan Watch

The martial arts actor Jackie Chan’s watch is photographed showing an X ray of his hand/wrist. He has broken his wrist on numberous occasions whilst filming his action movies – the weblink featured would expand on this in the mini website.

The only copylines on the ads is a weblink to a minisite featuring the Tag Heuer ambassador and the story behind the Advert.

 

 

Route 2

Enigmatic and sometimes provocative portraits of iconic Actors, Movie Directors and Musicians who have attitude, experience and gravitas.

Bob Dylan / David Bowie

The Ads featured living music ‘Legends’ Bob Dylan and David Bowie in unusual poses but the Tag watch is still the focus in the foreground.

Benecio Del Torro / Quentin Tarrantino

The Actor Benecio Del Torro and leading film director Quentin Tarrantino in an unusual and provocative pose with Tag watch and handgun.

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