TAG Heuer Carrera is the ultimate racing watch, designed by Jack Heuer in 1963, inspired by the Carrera Panamericana and worn by the greatest drivers in the world. To celebrate its 60 years, instead of clinging to the past, we imagined the future of the brand with a blockbuster-level film starring Ryan Gosling, full of action, humor, and of course racing.

We wanted to push Carrera into the future and help the brand find a new place in popular culture. Using the codes of Hollywood blockbusters to appeal to a wider audience, especially younger generations. But if you look closely, easter eggs paying tribute to Carrera’s heritage are hidden in the story. From the Porsche Carrera driven by Ryan Gosling to cameos of a young Jack Heuer and famous driver Jacqueline Evans De Lopez, from dates hidden in the set to old Panamericana posters.

In 2023, the Carrera celebrated 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 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. If you look closely, easter eggs paying tribute to Carrera’s heritage are hidden in the story. From the Porsche Carrera driven by Ryan Gosling to cameos of a young Jack Heuer and famous driver Jacqueline Evans De Lopez, from dates hidden in the set to old Panamericana posters.

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 will never give back the watch.

To celebrate the 60 years of the Carrera, we wanted to pay tribute to its racing DNA but also help it find a new place in popular culture. The chase idea was the perfect way to do it. It’s an entertaining story with the Carrera at its heart, a deep connection to the racing heritage, told in a fun way. It was also a way to write Carrera’s future, appealing to younger generations.

Ryan Gosling has been TAG Heuer Carrera’s ambassador since 2021. He is the perfect incarnation of the Carrera mindset, always pushing the boundaries of what you would expect from him - from romantic comedy to action movies to drama and musicals. In the film, Ryan Gosling plays a character who never gives up, embodying the spirit of endurance summed up by the campaign baseline: The race never stops.

The scale and ambitious storytelling of this film allowed the brand to bring a year-long media strategy to life on all screens, as for a real blockbuster. First, the campaign was teased on social media, with a movie trailer and short teasers playing with Hollywood’s visual language. Then the hero film was launched worldwide on social media, video in store and 3D billboards in big cities. The campaign lived on all year long with exclusive video content on social media (Instagram, Tik Tok, Facebook): 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.

The campaign generated:

202 millions unique contact reachs

+84% following on Instagram

+50% visits on product pages.