TAG Heuer Carrera: A New Chapter of the Legacy

Born from a passion for motor racing and elevated to the rank of horological icon through decades of striking renditions, the TAG Heuer Carrera – original racing chronograph since 1963 – has once again been reimagined in a range of contemporary yet timeless models.

For this global launch, TAG Heuer asked DDB Paris to jointly create an ambitious 360° campaign featuring an endurance racing driver during the night part of the race, overcoming seemingly impossible challenges with outstanding mental strength and sheer passion for action, echoing the brand communication from the 90’s.

Inspired by the world of endurance racing which gave birth to the unique TAG Heuer Carrera model, the 'FOREVER CHASING TOMORROW' campaign encapsulates a truth that has become even more relevant in today’s world: no matter the challenges ahead, one is driven to build the future. Endurance racing embodies this exceptional resilient mindset that strongly resonates with the new generations: keeping the drive alive, facing adversity, never giving up.   

As such, the 100-second film 'The Longest Night', directed by the talented Daniel Wolfe (Hennessy, Mini Cooper, Nike), features an endurance racing driver fighting to overcome his inner struggles that appear in the midst of the night.

“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", explains the multi-awarded director.

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,” says Alexander Kalchev, chief creative officer at DDB Paris.

Starting 3rd September, 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.