Bartle Bogle Hegarty launches its first work for the Tag Heuer
watch brand this Thursday in the UK, anticipating a global rollout from
The ’inner strength’ print campaign uses international sports stars to
reinforce Tag Heuer’s status as the original and definitive sports
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
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
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.