According to Brandweek, New York-Swiss luxury watch brand TAG Heuer has named Uma Thurman, tennis champ Maria Sharapova and Nascar star Jeff Gordon “brand ambassadors” in the next evolution of the “What are you made of?” campaign.
The three join Tiger Woods in representing the brand. In addition to being featured in print and outdoor ads, the ambassadors will participate in new product development and public relations.
Holistic Communications, Marin, Switzerland, handled the campaign, which also includes direct mail and the Internet. Fashion photographer Patrick Demarchelier lensed the images. The budget was not disclosed but represents a double-digit increase over last year’s spend, said TAG Heuer NA president/ CEO Daniel Lalonde. According to Lalonde, the company grew by more than 30% last year.
The campaign, which will break in March issues of fashion and lifestyle magazines, represents a broadening of the TAG Heuer brand position from sports inspired to sports, fashion and glamour. Ads will run in Elle, Esquire, GQ, Vogue, W, Details, Tennis, Golf Digest and Travel & Leisure Golf.
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