In an explosion of saturated colours bursting with energy, TAG Heuer sets new standards, not just for watchmaking but also for advertising
To mark the launch of the new Aquaracer Professional 300 collection, which was unveiled at Watches and Wonders Geneva 2021, TAG Heuer reveals an unprecedented look behind the scenes of its advertising campaign.
In the compelling video by young Swiss film-maker Jonas Egi, three outstanding athletes explore their own limits. The American waterman Kai Lenny, a long-standing TAG Heuer ambassador, freediving champion, videographer, and Friend of the Brand Julie Gautier, and the diver Robin George ride the crest of a giant wave, dive into the blue depths of the ocean, and literally fly.
The extreme sport scenes, filmed in Nice, France, Nazaré, Portugal, and Hawaii, almost defy nature. Kai Lenny explains the spirit that motivated the athlete-models, “When I put on my wetsuit, my instinct for survival jostles with my competitive spirit. But this competition isn’t about beating others — it’s about pushing myself beyond the limit, attempting to reach my full potential. Beyond the edge is that extreme point in time when there’s no way back, where you’re 100 per cent committed, and you have no option but to believe in yourself, totally. It’s beyond you, you feel powerful forces at work around you. Afterwards, it feels a bit like you’ve been to the moon. You see things you never noticed before.”
Adds George Ciz, Chief Marketing Officer for TAG Heuer, “We are very proud and excited to release this amazing campaign dedicated to the launch of the new TAG Heuer Aquaracer collection. The idea behind the campaign is to take the customer on the journey beyond the edge of extreme sports. We want to inspire our audience by highlighting those special moments when world class athletes go beyond their limits, and enter new dimensions. In doing so, we are also able to showcase the incredible qualities of the new Aquaracer range.”