The One Show
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Category
Use of Humor
Annual ID
OS24_BE016S
About the Work
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.
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.
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.
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.
With its meta concept, it’s like there are many small films within the film. Action movie, comedy, western, gangster movie, thriller, behind the scenes… all these moments had to be precisely choreographed so everything would come together as a whole during the edit. The dialogues, the action, the stunts, everything was directed and crafted with the same standards as a blockbuster.
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.
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.
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.
With its meta concept, it’s like there are many small films within the film. Action movie, comedy, western, gangster movie, thriller, behind the scenes… all these moments had to be precisely choreographed so everything would come together as a whole during the edit. The dialogues, the action, the stunts, everything was directed and crafted with the same standards as a blockbuster.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
DDB / Paris
Client / Brand
TAG Heuer / Geneva
Production Company
Collider Studio / Sydney
Music / Sound Production Company
Studio 5 / Paris
Post Production Company
The Mill Paris / Paris
Art Director
Nicolas Denis
Yassine Ouadah Tsabet
Chief Creative Officer
Alexander Kalchev
Chief Marketing Officer
George Ciz
Copywriter
Benoît Oulhen
Director
Nash Edgerton
Director of Photography
Aaron Mclisky
Editor
Yves Beloniak
Photographer
Mark Rogers
Producer
David Leitch
Strategist
Sébastien Genty
Violette Van-den-berg
Account Executive
Agnès Wong-chung
Account Executive Assistant
Martin Delaine
Business Director
Marie-Géraldine Prodhomme
Business Lead
Soraya Cottin
Colorist
Jean Clement Soret
Creative Communications Director
Pascal Tea
Creative Content Manager
Jonathan Biancarelli
Global Ambassadors Director
Mickael Berend
Global Social Media Manager
Camilla Barbezat
Production director
Fabien Donnay
Senior Brand Manager
Samuel Adams
TV Post Producer
Jérôme Deplatière
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