Cara Delevingne for Tag Heuer

[khyrk]

TWO-FACED: Tag Heuer has broken with recent tradition and tapped Cara Delevingne as its new brand ambassador.

The surprise choice, announced at an event during Paris Fashion Week, reflects the recent shakeup at the Swiss luxury watch brand, following the appointment last month of Jean-Claude Biver as chief executive officer.

In recent years, Tag Heuer ads have featured celebrities from the film and sports worlds, such as Leonardo DiCaprio, Cameron Diaz, Lewis Hamilton and Maria Sharapova.

Tag Heuer, which recently revived its tag line “Don’t Crack Under Pressure,” is targeting a younger customer with Delevingne, who comes with a huge media profile and social media presence.

The two ad visuals unveiled on Friday mirror the ubiquitous paparazzi shots of the irreverent British model and reflect the two facets of her personality. One shows her glammed-up in diamond jewelry on the red carpet, while the other features her scowling while showing off the lion tattoo on her index finger.

Biver, who is also president of the watches division at LVMH Moët Hennessy Louis Vuitton, said Delevingne reflected the spirit of Tag Heuer with her willingness to challenge conventions and her ability to perform under pressure.

“We needed someone disruptive yet elegant like Cara to open our minds to the brashness and boldness of today’s youth. Tag Heuer has set its sights on ‘It-ness,’ and Cara is just the person to help us get there,” he said.

Delevingne said recently she is ready to put her modeling career on the back burner to focus on acting. But with new ads for Yves Saint Laurent Beauté, John Hardy jewelry and now Tag Heuer unveiled in the last week alone, she shows no sign of slowing down.

wwd

 

[Benn98]

They didn't even bother to shoot Cara!! That's a red-carpet candid. I'm sure she wont mind, basically it's like getting money for nothing.

 

[HeatherAnne]

What the hell? So desperate to align themselves so much with Cara that they would use random pictures of her where she's not even wearing a watch. Lame! This won't help them sell to teens, so the only thing they achieved was cheapening their luxury brand.

 

[Ed..]

This is worse than Swatch ad.

 

[[Piece Of Me]]

Are they joking? I actually like Cara and she looked beyond gorgeous at the red carpet event, but using it in a campaign? And that hideous hashtag as well.

 

[kokobombon]

Spoiled rich kids don´t care about the Tag Heuer, nor they know it exists... like HeatherAnne said, this just cheapens the brand.
At least with the first image they maintained a level oh sophistication but WTH is that second image?!

 

[Emmanuelle]

Seriously ? Does Cara even know about this ^^ ? Yes, I don't think that a good idea for the brand, weird communication :/

 

[sore]

Given her recent candids and red carpet appearances, #dontcrackunderpressure is nothing short of cynical.

 

[coutugh]

This concept is embarrassingly bad and beyond lazy. All they did was google image search Cara Delevingne and slap an image of the watch and add some text. It is 2015. You can get the girl fly (airplanes exist) to photographer's studio, right?

 

[darri]

Soo bad. No only didn't they shoot her fresh, but the choice of pictures?!!

Her cracking lips in the first, and the over-the-hill-retouching in the second make me close this tab immediately.

 

[sore]

Apparently there was a shoot for Tag Heuer with Cara and a baby lion. Don't know why they come up with this candid campaign first, but well.