Tag Heuer TV spot links golf to F1

Tag Heuer, the luxury watch brand owned by the French fashion group Louis Vuitton Moet Hennessy, is using the golfing star Tiger Woods in its first television campaign in almost a decade.

The TV and cinema spot, which will run in 60- and 30-second versions, was created by TBWA/Paris and marries golf with motor racing - the sport with which Tag Heuer has become synonymous - to promote the brand value of precision timekeeping.

The advertising is the first to feature Tiger Woods as a brand "ambassador" since Tag Heuer signed the star last October.

The spot is part of Tag Heuer's "What are you made of?" campaign and uses the strapline: "Who can beat Tiger Woods?"

The spot uses visual special effects to show Woods driving a golf ball around the streets of Monaco in a race against a Formula One vehicle.

As the car races a circuit - including the famous tunnel used in the Monaco Grand Prix - the ball is shown keeping pace. It ends in a dead heat, with the golfball spinning within the wheel rim of the racing car as it crosses the finish line.

"Tag Heuer is built on famous commercials. In the watch business, it is mainly print and billboard advertising, but we have always been different," Pascale O'Neill, the worldwide marketing director at Tag Heuer, said.

The spot will debut in cinemas during the opening of The Matrix Reloaded on 23 May.

Tag Heuer is the official timekeeper of the Formula One championship, and the commercial will debut on TV around the Monaco Grand Prix, although it will not appear during coverage of the race.

The spot was written by Benoit Leroux and art directed by Philippe Taroux.

It was directed by Christophe Chrudimak and Mortiz Friedel from Rad-Ish.

The special effects were created by the post-production house GANG. Media planning and buying is by Carat.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).