August 2019


TAG HEUER launches new Break Tennis campaign to introduce the next generation of tennis stars, ready to disrupt the sport’s established landscape.. Yesterday saw the launch of a new marketing campaign developed by creative film agency The Progress Film Company, alongside TAG Heuer. The campaign, titled Break Tennis, makes a suitably impactful statement, introducing four of the game’s rising stars who are ready to disrupt the sport’s long-established order and forge their own historic path. A 60” hero film, directed by Progress’ Ben Lankester, lies at the heart of the campaign. Featuring four top 30 ATP players - Felix Auger-Aliassime, Denis Shapovalov, Alex de Minaur & Frances Tiafoe - the commercial encapsulates the attitude, determination, drive and ambition that defines this new generation of athletes as they set out to break barriers and look to reach the heights of the legendary players who have ruled tennis for the past decade and is in keeping with TAG Heuer’s brand motto #DontCrackUnderPressure. The central hero film has been released ahead of the US Open, with specific player documentaries, strategic social content and photography launching throughout the remainder of 2019.

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