Cristiano Ronaldo reinforces TAG Heuer’s ethos
Swiss watchmaker TAG Heuer turned to its brand ambassador, Cristiano Ronaldo to reinforce the philosophy of the brand and its slogan –Don’t Crack under Pressure – in a new advertising campaign
Known for inventing stylish and sporty timepieces since 1860, TAG Heuer has stepped up its game with a new advertising campaign that is expected to cement its leadership in avant-garde watchmaking. The recent campaign calls upon one of the most popular brand ambassadors to have joined the TAG Heuer family; the Portuguese football player, Cristiano Ronaldo, who appears with the first special edition CR7 chronometers. In close collaboration with the sportsman, TAG Heuer presented the timepiece in a palette of black and football-pitch green hues that are designed to provide accuracy, dependability, precision and finesse – elements that are essential on the football pitch.
The steady relationship between the two partners was highlighted in the visuals of the campaign which was shot by Belgian photographer, Mike Van Cleven. Using the brand’s motto #DontCrackUnderPressure, the campaign’s concept focused on a state-of-mind, which reflected the message that ‘Cristiano Ronaldo doesn’t crack under pressure. He follows his own path, defines his own rules, and challenges himself and the others.’
Currently, TAG Heuer also enjoys long-standing partnerships with other A-list personalities and celebrities including Bollywood star Sharukh Khan, supermodel Cara Delevigne and DJ David Guetta, to name just a few. All of the brand’s ambassadors reflect the attitude of non-conformism that drives the brand to go beyond the norms of the watchmaking industry.
