Global – Luxury watchmaker Tag Heuer has enlisted Ryan Gosling for its new ad campaign, celebrating the 60th anniversary of the iconic Carrera watch.
Created by the DDB Paris agency, the five-minute clip is somewhere between a comedy and an action movie, in which Gosling attempts to steal a Carrera watch on set. The tone of voice is light and humorous, almost goofy, featuring stunts, car chases and CGI, far from the visual language typically used in luxury watch ads. ‘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,’ explains Alexander Kalchev, executive creative director at DDB Paris. ‘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.’
This highly creative and impactful ad signals change ahead in the watch market, racing – quite literally in this instance – to court new generations of luxury shoppers.
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