This campaign carries a message of respect, support and strength towards animals. TAG Heuer has created an intense campaign, fearless, feminine and contemporary.
TAG Heuer is proud to present a new campaign starring the stunning Cara Delevingne. It shows Carla, confident and keen-eyed, with a lion on her back. Created without any special effects, this unique and subversive visual is as striking as a Swiss watchmaker.
Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, stated: “I am delighted with the result of this new campaign. It shows Cara as powerful, courageous, audacious, and commanding of respect. Through her, I can see TAG Heuer reconnecting not just with the millennial and younger generations, but also with the brand’s Avant-Garde spirit, the spirit which pushes us to do things differently, to innovate, to take risks. It is a new interpretation of Don’t Crack Under Pressure which, I hope, will inspire the youth of today.”
Cara Delevingne added: “It has long been a dream of mine to get the chance to work with wild animals, and particularly with a lion! I am so grateful to collaborate with TAG Heuer on this campaign.”
In the image, Cara Delevingne faces the majesty of the king of beasts, symbolizing courage and strength. A lion tattooed on her index finger inspires her and guides her decisions and actions.
The moment was captured by fine art photographer David Yarrow, one of the world’s most respected wildlife photographers. His work is instantly recognisable for its unique perspective, which makes viewers feel very close to animals.
Visual contact is almost always present in his work, and he also wanted to capture Carla’s gaze. “When I photograph an animal, the first thing I do is look into its eyes. If they don’t have penetrating power, it’s hard to capture the animal’s soul. Kara’s eyes are really piercing! So I knew right away The gaze will be at the heart of this project!” David explained. He is able to capture the sublime beauty of creatures and each of his pictures truly respects them. His photographs appear in some of the world’s most prestigious museums and exhibitions all over the world. They are highly sought after and sell for up to $60,000 each.
With this new visual, TAG Heuer marks a movement that is fierce, fearless and feminine, just like the stunning Cara, once again demonstrating the subversive and avant-garde spirit of this Swiss watch brand.
About TAG HEUER
In 1860, at the age of 20, Edouard HEUER founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the mikrograph in 1916, sponsoring F1 teams in the 70s or launching the first luxury connected watch in 2015 are just some examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit. Headquartered in La Chaux-de-Fonds, TAG Heuer operates in 4 production sites, mastering the whole watchmaking process, and is active on all continents through 4500 points of sale, including 170 TAG Heuer boutiques, now directly on www.tagheuer.com in a selection of markets. TAG Heuer timepieces are designed for those who love challenges. Our influence is enriched by our unique communication strategy based on three pillars, Sport, Lifestyle and Heritage. Broad and disruptive, it embodies our legacy and DNA. Partnerships and ambassadors illustrate our open-minded and open-doors culture. The most prestigious and avant-garde names team up with TAG Heuer: RedBull Racing Formula 1 team, Monaco F1 Grand Prix, Formula E Championship, the biggest football leagues around the planet in Europe, Americas and Asia…- Manchester United; Trendsetters like it-girl Bella Hadid, the American star quarterback Tom Brady, Hollywood actors like Chris Hemsworth or Patrick Dempsey; and the first appointed Art Provocateur by a brand, Alec Monopoly!
#DontCrackUnderPressure is more than a claim – it is a mindset.
The image was shot in South Africa by David Yarrow, the illustrious fine art photographer who specializes in capturing the beauty of endangered animals.