PARIS, FRANCE — In 2023, the most iconic racing chronograph ever celebrates its 60th birthday. The TAG Heuer Carrera has so much history it would have been easy to cling to the past. But the Carrera has a different mindset.
A pioneering one. It’s always been about breaking new ground and pushing the limits. This is the original racing chronograph, born in 1963: it has nothing to prove. So, in a watchmaking world that’s all about heritage and savoir faire, DDB Paris created a campaign that celebrates the Carrera by breaking all the rules of the category.
“TAG Heuer Carrera is one of the most iconic collections, not only for TAG Heuer but in the whole watchmaking world. It was designed by Jack Heuer himself in 1963 and inspired by the Carrera Panamericana, a very dangerous road race in Mexico. Some of the greatest drivers in history have worn it. So we wanted to celebrate its 60 years with something really special,” said George Ciz, Chief Marketing Officer at TAG Heuer.
Produced by David Leitch’s 87 North, the film goes far beyond advertising. It’s an action-packed piece of entertainment that lives up to Hollywood standards, filled with crazy stunts, racing cars, adrenaline, and humor. You wouldn’t expect less from a collaboration with David Leitch — responsible for some of the most iconic action films of the last decade, from John Wick to Deadpool 2 to last year’s Bullet Train — Nash Edgerton, and of course, starring world famous actor Ryan Gosling.
“We decided to choose a very different tone of voice for this commercial because TAG Heuer has always been a ground-breaking brand, one that dares to do things differently. We wanted to pay homage to this spirit by creating communication that is as bold as the Carrera and goes beyond advertising and beyond traditional watchmaking tropes,” said Alexander Kalchev, Chief Creative Officer of DDB Paris.
More than just a brand ambassador
Why Ryan Gosling? Because he’s Ryan Gosling, right? But more importantly because he is the perfect incarnation of the Carrera mindset. Always pushing the boundaries of what you would expect from him – from romantic comedy to action movies to drama and musicals, it is safe to say that Ryan Gosling doesn’t play it safe. His natural wit and elegance match with a watch born in racing but also designed for everyday life. In the film, Ryan Gosling plays a character who never gives up, embodying the spirit of endurance summed up by the campaign baseline: The race never stops.
“Ryan brought tons energy and humor to the film. I had so much fun shooting his scenes with David and Vanessa, seeing them improvise hilarious dialogues. Making something like this for a high-end brand is really special,” said Director Nash Edgerton.
A heritage film that doesn’t look like one
Beyond its attitude and prestigious cast, the film connects to the brand’s DNA and heritage in its own way. The Carrera is what triggers the whole story and at the center of it. And the only way for Ryan to keep the precious watch is what inspired it in the first place: racing. Easter eggs referring to Carrera’s history blend seamlessly into the story.
From the Porsche Carrera driven by Ryan Gosling to cameos of a young Jack Heuer and famous driver Jacqueline Evans De Lopez, from dates hidden in the set to old Panamericana posters.
A cinematic launch for a cinematic ad
The film was launched like the next blockbuster starring Ryan Gosling, with cinematic teasers, trailers, posters and short capsules to keep the conversation going.
The campaign will live on all year through OOH, print and exclusive content on all social media platforms (behind the scenes, videos, bloopers, memes…)
While pushing the boundaries of the watchmaking market, TAG Heuer reconnects with its own tradition of innovative and witty advertising, relying on Ryan Gosling’s taste for self-irony and David Leitch’s talent for mixing action with humor.
The race is on for the next 60 years.
CREDITS:
TAG Heuer
Chief Marketing Officer: George CIZ
Creative Communication Director: Pascal TEA
Creative Content Manager: Jonathan BIANCARELLI
Global Social Media Manager: Camilla BARBEZAT
Senior Brand Manager: Samuel ADAMS
Global Ambassadors Director: Mickael BEREND
DDB Paris
Chief Creative Officer: Alexander KALCHEV
Art Directors: Yassine OUADAH TSABET, Nicolas DENIS
Copywriter: Benoît OULHEN
Print Graphic Designer: Pierre JUNGERS
Production director: Fabien DONNAY
TV Post producer: Jérôme DEPLATIERE
Print post producer: Christine RETAUX
Manufacturing manager: Laurent DANIEL
Business lead: Soraya COTTIN
Business director: Marie-Géraldine PRODHOMME
Account executive: Agnès WONG-CHUNG
Account executive assistant: Martin DELAINE
Strategic planning: Sébastien GENTY, Violette VAN-DEN-BERG
Production Director: Nash EDGERTON
Photographer: Mark ROGERS
Production Company: Collider
Producer: David LEITCH
Sound studio: Studio 5
Post-production video: The Mill
Editor: Yves BELONIAK
Post-production print: INSIDE Gutenberg
