“We’re the entry into the luxurious world for thus many individuals. … We’re very open, accessible manufacturers. It’s all the time this stability between exclusivity as a result of we’re all luxurious manufacturers, however with social acceptance.”
The marketing campaign can be distributed globally, with the primary movie residing on the model’s YouTube channel and web site, whereas shorter edits will function throughout social media and cinemas.
Model companions and ambassadors
Gosling is the newest in an extended line of film stars who’ve been the face of Tag Heuer, together with Brad Pitt, Steve McQueen (albeit posthumously), Leonardo DiCaprio, Uma Thurman and Chris Hemsworth. There may be additionally a roster of sports activities and music ambassadors too, which helps add worldwide attract.
Gosling’s deal has additionally seen him put on the model throughout his day job, together with in final yr’s Netflix launch The Grey Man. Tag Heuer watches have additionally appeared in blockbuster motion pictures akin to The Wonderful Spiderman 2, Die Exhausting 2, Inception and Jack Reacher. That’s the reason the newest advert entails a prop grasp, to replicate its product placement heritage.
“It’s essential that individuals see the watches worn in conditions,” Arnault mentioned. “That’s the place you possibly can see the spirit of the watch and the model relying on what kind of film it’s in and who’s carrying it.”
That technique will proceed with Gosling’s subsequent position, taking part in Ken within the Barbie film. “The watches have a really particular position within the film, and we’re very enthusiastic about that,” revealed Arnault.
In addition to movie and sports activities stars, Tag Heuer additionally has some maybe surprising model partnerships with the likes of Gulf Oil, Nintendo and Porsche. The carmaker matches throughout the model’s ties to motor racing, whereas Nintendo’s Mario Kart recreation continues that theme within the video gaming area.
“As a result of we’ve been doing it for such a very long time, we’re so well-known for working in motorsports we are able to afford additionally to play with Mario Kart, which may appear disruptive and really completely different and playful,” Arnault famous.
