TAG HEUER BEGINS WHAT ARE YOU MADE OF CAMPAIGN
By Adnews Staff
Toronto-based watch maker Tag Heuer Canada Ltd. has begun a campaign called "What are you made of?" The communications initiative is a global campaign created by TBWA Paris. It includes a series of print and outdoor executions, in-store materials and various promotions and events during the year. The creative depicts spokespeople with individual products. In one ad, race car driver David Coulthard appears with the Kirium Formula 1 watch. Another ad presents actor Steve McQueen with a watch from Tag Heuer's "Classics" line. The ads are running in certain business, lifestyle, fashion and news publications. A second phase of the campaign featuring America's Cup skipper Chris Dickson and Olympic champion Marion Jones will break later this year. Public relations for Tag Heuer Canada are handled by Birchall & Associates of Toronto.