If luxury watchmaking had long spoken the language of heritage, TAG Heuer had another idea for the Carrera’s 60th anniversary. A generation tired of archival storytelling was looking for something beyond velvet display cases and frozen-in-time narratives.
So the brand changed the playing field.
Instead of a conventional ad, it created a short film designed like a blockbuster. The Chase of Carrera brings together Ryan Gosling and David Leitch, director of John Wick, Deadpool 2 and Bullet Train, in a high-speed pursuit where the watch becomes the spark for the entire story.
Stunts, humour, relentless pace: the film speaks the language of pop culture rather than traditional luxury. Rolled out globally across social, digital and outdoor, it repositions the Carrera not as a workshop relic, but as a contemporary icon.
Social & digital impact
60 million YouTube views in the first week
+83% Instagram following
+50% visits to product pages
Brand impact
+20% purchase intent
+12% likelihood to recommend TAG Heuer
Awards: Grand Prix Stratégies du Luxe – 1 Grand Prix + 1 Gold // Club des DA – 2 Gold, 1 Silver, 1 Bronze // Grand Prix Stratégies de la Publicité – Gold // The One Show – 2 Silver, 1 Bronze // Art Directors Club of New York – Merit // Clio Awards – 1 Gold, 1 Silver
