SBD/Issue 154/Sponsorships, Advertising & Marketing

Watch This: Tiger's Drives Are Faster Than A Formula Car?

Switzerland-based watchmaker TAG Heuer this week will launch a 60-second TV spot featuring Tiger Woods, marking the first TV ad the company has run in ten years, according to Sandra O'Laughlin of BRANDWEEK, who notes print, outdoor and in-store POP will support. The effort, via TBWAChiatDay, Paris, is estimated at $6M and is the latest installment in the company's "What are you made of?" campaign that bowed a year ago. TAG Heuer "has begun shipping a new Link watch that Woods helped design, [and] a Tiger Woods limited edition watch is slated for later in the year." LVMH Watch & Jewelry President & CEO Daniel Lalonde, whose company owns the TAG Heuer brand, said of Woods, "On TV, we can show him playing his sport, which is more impactful to our brand." O'Laughlin adds the spot "pits Woods against a Formula 1 racer on" on Monaco's racetrack, and "as Woods takes his swing, the golf ball and the race car take off with dizzying bursts of speed through the town's winding streets. Woods guides the ball with his gaze, overcoming obstacles along the route to outperform his rival." The spot will air on national network and cable TV (BRANDWEEK, 5/5 issue).

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