What if Ryan Gosling was wearing a TAG Heuer Carrera for a role and didn’t want to give it back after the shoot ? That’s the starting point of a crazy story full of meta moments and cinematic references, where Ryan Gosling is being chased by a very zealous prop master through the studios. Spoiler alert: he never gives back the watch.

TAG Heuer Carrera is the ultimate racing watch. 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. In 2023, the Carrera celebrates its 60th birthday. The collection has so much history it would have been easy to cling to the past. But the Carrera has a different mindset. A pioneering one. It’s always been about breaking new ground and pushing the limits. So, in a watchmaking world that’s all about heritage and savoir faire, we chose to celebrate Carrera’s future with an entertaining short film full of action, humor, and of course, racing.

The campaign reached a wide audience as soon as it was launched:

10 days after the launch, there were 5,5 million views on Youtube and 20,1 million views on Instagram.