To mark its 160th anniversary, TAG Heuer is relaunching its iconic collection, TAG Heuer Carrera, born from a passion for motor racing. To promote the occasion, DDB Paris teamed with TAG Heuer to create a campaign featuring an endurance racing car driver behind the wheel at night, overcoming seemingly impossible challenges with mental strength, resiliency and sheer passion for action.
A prime component of the campaign is this 100-second film, “The Longest Night,” directed by Daniel Wolfe via production company Standard.
“More than a classic endurance racing video, the idea is amazing. Clean. Primal. Archetypal. We’re tapping into something deeper, into a collective unconsciousness. Ever since I saw Le Mans, I’ve loved TAG Heuer, loved the brand’s deep-rooted connection and love of motorsports. And from that, exploring cinema’s relationship with man and the automobile,” said Wolfe.
At the same time, an out-of-home and print campaign, shot by Magnum photographer Christopher Anderson, captures flashes of “The Longest Night” in beautifully rendered photos that focus on the concentration of the driver before giving way to the moment of action that decides the final outcome of the race.
“TAG Heuer is an iconic brand, offering a very unique proposition in the watchmaking world by combining high performance with refinement and sophistication, and we are very proud to bring its legacy to life with this first collaboration,” said Alexander Kalchev, chief creative officer at DDB Paris.
Starting September 3, the campaign will be diffused worldwide to support the recently released TAG Heuer Carrera Sport Chronograph, along with various activations on social media and other channels.
