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By Amy Houston, Senior Reporter

April 21, 2023 | 3 min read

The Barbie actor is obsessed with the timepiece in this ad within an ad within an ad.

Tag Heuer has tapped Ryan Gosling for its latest ad campaign to promote the 60th anniversary of its Carrera watch. The five-minute film takes the tone of a Hollywood blockbuster, filled with crazy stunts, racing cars, adrenaline and humor.

“Tag Heuer Carrera is one of the most iconic collections, not only for Tag Heuer but in the whole watchmaking world,” said George Ciz, chief marketing officer at Tag Heuer.

“It was designed by Jack Heuer himself in 1963 and inspired by the Carrera Panamericana, a very dangerous road race in Mexico. Some of the greatest drivers in history have worn it. So we wanted to celebrate its 60 years with something really special.”

It’s the work of famed Australian director Nash Edgerton and was produced by David Leitch’s, who is the creative behind John Wick and Deadpool 2, 87 North studio. On the spot, Edgerton added: “Ryan brought tons of energy and humor to the film. I had so much fun shooting his scenes with David and Vanessa, seeing them improvise hilarious dialogues. Making something like this for a high-end brand is really special.”

DDB Paris is the agency behind the ad, its top creative Alexander Kalchev added: “We decided to choose a very different tone of voice for this commercial because Tag Heuer has always been a ground-breaking brand, one that dares to do things differently. We wanted to pay homage to this spirit by creating communication that is as bold as the Carrera and goes beyond advertising and beyond traditional watchmaking tropes.”

The campaign will continue to live throughout the rest of the year via out-of-home, print, and social media content, including behind-the-scenes videos, bloopers and memes.

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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