Tag Heuer

The Gray Man

Agency: DDB Paris


In The Gray Man, Ryan Gosling plays a former secret agent who tries to escape the numerous attempts of the CIA to keep him silent. Car chases, interrogations, fights, Agent Six goes beyond his limits and defies all dangers wearing a TAG Heuer Carrera watch on his wrist. These are the ingredients that make this new film the perfect expression of TAG Heuer's signature 'Don't crack under pressure'.

To mark the release of the film, DDB has unveiled a new unique campaign in the image of the blockbuster with Ryan Gosling, brand ambassador since 2021. The objective: highlight this first beautiful collaboration between the two brands by translating Agent Six's connection to his TAG Heuer Carrera watch.

Far from the traditional codes of luxury brands, the visuals of this campaign place Agent Six at the heart of the action. In front of a roaring turbine, hanging from the edge of a building or sitting on his car after a chase, Six masters the situation and defies the CIA running after him, with calm and determination. With witty headlines playing on impossible situations, DDB came with an audacious creative concept that led the watch brand to a more daring and unexpected tone.

In order to sublimate this combination of audacity, elegance and performance, DDB has entrusted its campaign to award-winning photographer Pari Dukovic. These prints will be at the heart of a 360° global campaign, which will be activated in nearly 80 countries and come to life in 150 TAG Heuer points of sale, in print, DOOH, innovative digital and social placements, events and more.

This professional campaign titled 'The Gray Man' was published in France in July, 2022. It was created for the brand: Tag Heuer, by ad agency: DDB Paris. This OOH Outdoor and Print media campaign is related to the Fashion and Personal Accessories industries and contains 3 media assets. It was submitted almost 2 years ago.


• TAG Heuer
Marketing Director: George Ciz
Creative Communication Director: Pascal Tea
Creative Content Manager: Jonathan Biancarelli
Global Brand Director: Elie Barnes
Global Ambassadors Director: Mickael Berend

• DDB Paris
Chief Creative Officer: Alexander Kalchev
Art Director: Maximilien Guibert
Copywriter: Jeremy Burnand
Production director: Fabien Donnay
Print post producer: Christine Rétaux
Manufacturing manager: Laurent Daniel
Business director: Soraya Cottin
Account executive: Agnès Wong-Chung
Account executive assistant: Hortense Pellet
Strategic planning: Sébastien Genty, Claude-Henri Galbois

• Production Company: Rasmussen Production

• Post production: INSIDE Gutenberg


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