- Bartle Bogle Hegarty launches its first work for the prestigious TAG Heuer watch brand this Thursday in the UK, anticipating a global rollout from 15 April.
The international print "Inner Strength" campaign uses high-flying international sports stars to reinforce TAG Heuer's brand status as the original and definitive sports watch.
"The sacrifice and rigorous training undertaken by sportsmen/women correlates to the various 'torture tests' that TAG watches are subjected to" explains John Hegarty, chairman and creative director of BBH. "This is not a sports action or celebrity endorsement campaign. It is a campaign designed to communicate the qualities of inner strength in TAG Heuer watches as complementary to the strengths needed to succeed at the top level in sport."
Among the sports personalities used are three times Wimbledon Champion Boris Becker, AC Milan and Brazilian World Cup winner Leonardo and Formula 1 driver Mika Hakkinen. Each of the nine executions employs a different strap line relating to the inner strength required to succeed at the top: "I drew my strength from fear of losing. I don't remember the games I won only the ones I lost", comments Boris Becker.
Breaking in glossy lifestyle magazines such as Tatler and GQ from 9 April, the new "brushed steel effect" largely mono ads will also appear on poster sites and in national newspapers.
Devised by art director Martin Galton, working with creative director John Hegarty and copywriter Steve Hooper, the ads will appear throughout 1998. The personalities were photographed by Dutch photographer Anton Corbijn and UK media is being handled by The Media Business Group.
The new campaign is BBH's first work since winning the account from the BDDP Network last December.