New work for Tag Heuer: A watch so good, Ryan Gosling won't give it back

New work for Tag Heuer: A watch so good, Ryan Gosling won't give it back

In 2023 the most iconic racing chronograph ever celebrates its 60th birthday.

DDB Paris has created a campaign that celebrates the Tag Heuer Carrera.

It’s an action-packed piece of entertainment that lives up to Hollywood standards, filled with crazy stunts, racing cars, adrenaline, and humour. 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.

“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."George Ciz, chief marketing officer, TAG Heuer.

“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” Alexander Kalchev, chief creative officer, DDB Paris.

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 of energy and humour 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.” Nash Edgerton, director.

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 a different way. The Carrera is what triggers the whole story and is at the centre of it. 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.

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 humour.

The race is on for the next 60 years.

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