Beyond The Edge is the name of TAG Heuer latest advertising campaign to mark the launch of the new Aquaracer Professional 300 collection, which was unveiled at Watches and Wonders 2021.
In an explosion of saturated colours bursting with energy, TAG Heuer is raising the bar when it comes to the aesthetics around fine watchmaking. The video which was filmed in Nice, France, Nazaré, Portugal and Hawaii, by young Swiss filmmaker Jonas Egi, features three outstanding athletes exploring their own limits – American waterman Kai Lenny, a long-standing TAG Heuer ambassador, free diving champion, Videographer and Friend of the Brand Julie Gautier and diver Robin George.
“We are very proud and excited to release this amazing campaign dedicated to the launch of the new TAG Heuer Aquaracer collection. The idea behind the campaign is to take the customer on the journey beyond the edge of extreme sports. We want to inspire our audience by highlighting those special moments when world class athletes go beyond their limits and enter new dimensions. In doing so we are also able to showcase the incredible qualities of the new Aquaracer range.” explains George Ciz, Chief Marketing Officer for TAG Heuer.
“The decision to go with visually heightened images, using highly saturated colours and an abstract aesthetic bordering on science fiction breaks with the normal clichés associated with surfing and ocean images. We are instantly transported to another dimension, deep into the imagination. It’s about sport and luxury, high precision and artistic vision, yin and yang you might say – a marriage of the extremes that are unique to TAG Heuer.” Alexander Kalchev, Chief Creative Officer at DDB Paris.
In the film, which reintroduces its ultimate tool watch, TAG Heuer reaffirms its endless quest for challenge, paying tribute to the mental strength we all have inside us.