TAG Heuer’s Newest Release: Short-Film
A sporty watch, a Carrera and Ryan Gosling make this new marketing strategy really tick
Written by John Pheasant
April 21, 2023
TAG Heuer has entered the cinema game with their new short film The Chase for Carrera. Starring Ryan Gosling, a brand ambassador for TAG Heuer, and former Saturday Night Live star Vanessa Bayer, this short film within a film presents itself as an action-comedy and was directed by David Leitch whilst filming The Fall Guy with Gosling in Australia. The just-over-five-minute short features plenty of shots of two of TAG Heuer’s recent releases, the Carrera Chronograph adorned and continuously strapped to Gosling’s wrist, and the Carrera Date, worn by Bayer as she hounds Gosling.
The Carrera Chronograph is celebrating 60 years, and the collection has never looked finer. Bearing the name of the discontinued Carrera Panamericana race, the watch itself was to be read easily while at high speed. Worn by Ferrari Formula 1 drivers such as Niki Lauda, Arturo Merzario, and Ronnie Peterson, the watch has become iconic amongst racers and enthusiasts alike.
The short itself is full of action, comedic moments, and seemingly uncountable references. It opens with Gosling (or Gosling’s stunt double) running from sword-wielding goons and crashing through a window onto a set. From that window-breaking Gosling moves on to breaking through the fourth wall as he discusses a TAG Heuer ad with director Leitch. Moving from the conversation, the short plays out a chase through movie sets as ‘Prop Master Tammy,’ played by Bayer, tries to collect the Carrera Chronograph from action-star Gosling. Whether in a Western-style standoff with music harkening to The Good, the Bad and the Ugly’s Ecstasy of Gold or riding atop the vintage red Porsche Carrera comedic aspects of her and Gosling were reminiscent of their time together on SNL in 2015.
Ryan Gosling sports the Carrera Chronograph (Ref. CBS2212.FC6535), with a 39mm steel case and stylish blue leather band, it is sleek in nature and features a blue dial. The three subdials are positioned in towards the center of the dial between the 9, 6 and 3 o’clock positions and the date is featured at the 6 o’clock index. Interestingly, if you prefer this racing legend with a black colorway and black leather band (Ref. CBS2210.FC6534), the date is at the top of the dial in the 12 o’clock position and the subdials are in silver. In the dark the hour and minute hands, as well as the indices, are eminently viewable in green Super-LumiNova. Featuring an 80-hour power reserve, the Calibre TH20-00 automatic movement seen through the sapphire exhibition caseback is sure to keep track of your splits.
Bayer’s watch, a Carrera Date (Ref. WBN2313.BA0001) with a pink colorway, features a 36mm slim steel case and band. The self-winding match has a 56-hour power reserve and features the Calibre 7 Automatic movement with the date shown at the 6 o’clock position in all colorways (blue, pastel green, pink, and silver). This watch sports the green In the dark the hour and minute hands, as well as the indexes are eminently viewable in green Super-LumiNova application to its hands and indexes as well.