BBH enlists sports luminaries for Tag Heuer print work

Bartle Bogle Hegarty launches its first work for the Tag Heuer watch brand this Thursday in the UK, anticipating a global rollout from 15 April.

Bartle Bogle Hegarty launches its first work for the Tag Heuer

watch brand this Thursday in the UK, anticipating a global rollout from

15 April.



The ’inner strength’ print campaign uses international sports stars to

reinforce Tag Heuer’s status as the original and definitive sports

watch.



John Hegarty, chairman and creative director of BBH, said: ’The

sacrifice and rigorous training undertaken by sportsmen and women

correlates to the ’torture tests’ that Tag Heuer watches are subjected

to.



This is not a sports action or celebrity endorsement campaign. It is a

campaign designed to communicate the fact that Tag Heuer’s inner

strengths complement the strengths needed to succeed at the top level in

sport.’



Among the sports person-alities featured are the three-times Wimbledon

champion, Boris Becker; the AC Milan and Brazilian World Cup winner,

Leonardo; and the Formula 1 driver, Mika Hakkinen.



Each of the nine executions employs a different strapline relating to

the inner strength required to succeed at the top. Boris Becker

comments: ’I drew my strength from the fear of losing. I don’t remember

the games I won, only the ones I lost.’



Devised by the art director, Martin Galton, working with Hegarty, and

the copywriter, Steve Hooper, the campaign will run throughout 1998.



The work was art directed to appear intrusive and challenging, using

photographs by Anton Corbijn.



The campaign, which breaks on Thursday, is BBH’s first work since

winning the account from the BDDP network last December.



UK media is being handled by the Media Business.



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