TAG Heuer has unveiled a high-octane advertising film featuring Ryan Gosling to celebrate the 60th anniversary of the Carrera timepiece.
The Hollywood action-comedy spot – produced by David Leitch’s 87 North and directed by Nash Edgerton – sees Ryan Gosling evade various ‘prop masters’ on a film set so that he can keep the brand’s watch for good.
The acclaimed actor and SNL comedian Vanessa Bayer battle it out in an action-packed car-chase-style film.
“I think what impressed me most was just how fearless and creatively versatile the team at TAG Heuer is,” TAG Heuer brand ambassador Ryan Gosling said. “This campaign is wildly different from not only everything we’ve done together, but I think, anything they’ve ever done before.
“I was working with David Leitch on The Fall Guy and was enjoying it so much I asked him while we were filming an action scene if he would be interested in collaborating on my new campaign with the brand. Since the film was about making a film, we thought it made sense that the commercial be about making a commercial.”
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TAG Heuer CEO Frédéric Arnault added: “TAG Heuer has always had a close connection to Hollywood, with our timepieces worn on the wrists of silver screen legends across the decades, from Steve McQueen to our very own Ryan Gosling. And the Carrera has always been more than just a timepiece – born from the racetrack, it’s a statement of daring and adventure as much as it is the epitome of elegance.
“I can’t think of a better way to celebrate its 60 years that than with this world-first: a mini Hollywood blockbuster collaborating with the best action-movie director in the world in David Leitch, responsible for such instant classics as John Wick and Bullet Train, and starring Ryan Gosling, not only the A-list icon of his age, but someone who always brings the utmost dedication and creativity to every project he embarks on, and that couldn’t be more true here. Here’s to the next 60.”
