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.

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. If you look closely, the film has all the ingredients of a tribute to the Carrera : the Porsche Carrera, the racing, the beautiful product shots, the historical easter eggs, the endurance spirit. Only, this is all part of an entertaining story.

To celebrate the 60 years of the Carrera, we wanted to pay tribute to its design and racing DNA but also help it find a new place in popular culture. Starring Ryan Gosling in a comedic chase film was the perfect way to do it. The product is what triggers the whole story. The ambitious storytelling and visual universe, and of course the humorous tone created a strong territory on social media for the year to come.

With its prestigious cast and action/comedy universe, the film had the scale and ambition to feed a year-long media strategy. First, the campaign was teased like a real blockbuster, with a movie trailer, short teasers and movie posters playing with Hollywood’s visual language. Then the film was launched worldwide with store design, 3D billboards in big cities, OOH posters, press ads, New York Times cover wrap… and the campaign lives on all year long with exclusive content on social media: unreleased scenes from the film, behind the scenes, bloopers, memes…

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.