To mark the 60th anniversary of the TAG Heuer Carrera, a Hollywood-style comedy-action film titled The Chase for Carrera was produced, featuring brand ambassador Ryan Gosling and directed by David Leitch, who appears as himself in the movie. Gosling and Leitch collaborated on the film while working on a feature in Australia.
Comedian Vanessa Bayer joins the cast, playing the role of a prop master who attempts to acquire Gosling’s Carrera watch. Naturally, Gosling’s character resists, leading to an exciting chase sequence. The film promises to be an epic blockbuster, featuring a variety of vehicles, from sports cars to production buggies, in thrilling car chases.
The comedic chemistry between Gosling and Bayer is palpable, and it shows that they worked together on Saturday Night Live back in 2015 when Gosling hosted the show. The duo’s duel is as hilarious as it is dramatic, with both actors improvising many of the film’s best lines. “Prop master?” Gosling asks her when they come face-to-face. “How did you get that? Did you get a bachelor’s first and work up to the master’s?” Just as the word “Carrera” itself doesn’t have a single meaning — along with “race”, it can also be translated as “career” or simply “path”; the perfect name not just for the daring, but simply for those with independent spirits – so the film, too, contains multitudes.
The movie is a fitting celebration of the iconic TAG Heuer Carrera watch, designed for readability and simplicity with a sporty and daring elegance that remains timeless six decades after former CEO Jack Heuer created it.
The film is a tribute to the iconic TAG Heuer Carrera watch, first created in 1963 by the legendary former CEO Jack Heuer and was born on the racetrack. It was named after the perilous Carrera Panamericana race and designed with readability and simplicity in mind, essential for drivers manoeuvring high-speed turns. The watch symbolises elegance, minimalism, sportiness and audacity, reflecting Heuer’s passion for mid-century design and remaining timeless even six decades later.
See also: Defying traditions
Ad man Robin Nayak weighs in on The Chase for Carrera
“First, a bit of honest disclosure. I’m a fan of TAG Heuer and own a few [timepieces], though not yet a Carrera. But it makes me part of one of the considerations I use when creating cut-through work or evaluating it. I’m also a fan of both TAG Heuer’s ‘Don’t crack under pressure’ missive — an attitude that put the brand on the map for many years and the role of using intelligently applied wit in marketing, which let’s be honest, is one thing that this brand in its heyday — or any in premium brands Asia — just doesn’t do.
This brings us to The Chase for Carrera. Is it good? Does it work? Should it keep running? Arguably, that’s up to each viewer to decide for themselves. But I’ve learned to get a good sense of it; you can ask four questions that, when addressed well, ensure that success is more than a mind-game.
Creating powerful brand marketing is not unlike creating a hit song or a blockbuster movie. It can happen by chance, but if you plan it properly, you have a far better shot of winning. So Ryan Gosling et al, what are you made of?
The first lens I look at is how the work connects to the brand’s core audience. Does it connect to what its tribe admires about the brand? And, yes, while it’s true brands need to expand their base, if they pander to different people all the time, a brand’s appeal fragments, it loses salience, and soon, all that’s left is promos to buy a business. So I’m glad to say this work does know who it’s for; it’s all action, layered with call-backs, such as the Porsche Carrera and racing.
The second lens is how a brand taps into current culture. This is where this work gets quite clever. We’ve moved from an era of invincible Teflon heroes to one where we like our action stars, slightly flawed but with the quickness of wit to have the last laugh. From Deadpool to Thor, adrenaline and laughs are no longer mutually exclusive, and this work raises pulses and draws a chuckle.
The third lens is how a brand’s content stacks up against its competition.
Having cleared these three tests, it’s time for my fourth and final lens.
Does it make me feel anything? To be honest, this took a while to get going. Ordinarily, I may have skipped it, but — here, the use of the brand’s star power helps ensure the dreaded scrolling thumb gets a time-out — it paid off for my patience. So, what at first looked like poor ad agency-grade CGI actually made sense with a smart baton pass at the end. I thought that was clever and funny, I felt duly rewarded for my time, and understanding the brand’s heritage, I was attracted to its new contemporary persona.
So, I liked it. A thumbs-up. So much so that I watched it a second time, maybe it’s time to add to my collection.”
Robin Nayak has over 30 years of experience in the industry and has shaped and built some of the world’s most valuable brands, including Standard Chartered, DBS Bank, AIA and FWD. He famously masterminded TBWA’s win of the global Singapore Airlines account and became the airline’s chief global brand and marketing strategist for over 10 years. After leading strategic planning for TBWA across Asia for 24 years, he has set up his brand consultancy, Dare
