Cara Delevingne puts her distinctive spin on the TAG Heuer “Don’t Crack Under Pressure” campaign
shot by David Yarrow
— May 8th, 2018 —
The actress and model designed the campaign in her image. In the presence of lions, Cara demonstrates her strength and humility. She conveys power and fragility, her passion for the king of beasts evident.
The image was shot in South Africa by David Yarrow, the illustrious fine art photographer who specializes in capturing the beauty of endangered animals.
This campaign carries a message of respect, support and strength towards animals. TAG Heuer has created an intense campaign, fearless, feminine and contemporary.
TAG Heuer is delighted to be able to unveil its new advertising campaign, starring the sublime Cara Delevingne. It shows Cara, full of confidence, her gaze piercing, with her back against a lion. This unique and disruptive visual, created without any special effects, catches the eye, just like the Swiss watchmaker.
Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, stated: “I am delighted with the result of this new campaign. It shows Cara as powerful, courageous, audacious, and commanding of respect. Through her, I can see TAG Heuer reconnecting not just with the millennial and younger generations, but also with the brand’s Avant-Garde spirit, the spirit which pushes us to do things differently, to innovate, to take risks. It is a new interpretation of Don’t Crack Under Pressure which, I hope, will inspire the youth of today.”
Cara Delevingne added: “It has long been a dream of mine to get the chance to work with wild animals, and particularly with a lion! I am so grateful to collaborate with TAG Heuer on this campaign.”
In the image, Cara Delevingne is faced with the magnificence of the king of beasts who symbolizes courage, and strength. She has a lion tattooed on her index finger, inspiring her and guiding her choices and actions.
The moment was captured by fine art photographer David Yarrow, one of the most respected wildlife photographers in the world. His works are immediately recognizable through their unique point of view, which makes viewers feel intimately close to the animal.
Visual contact is almost always present in his work, and this is also how he wanted to capture Cara’s gaze. “When I photograph an animal, the first thing I do is look into its eyes. If they are not piercing, then it’s very difficult to capture the animal’s soul. And Cara has a truly piercing gaze! I therefore knew right away that the look would be at the very heart of this project!” explained David.
He is able to capture the supreme beauty of living creatures, and each of his images truly honors them. His photographs can be seen in some of the world’s most prestigious museums and exhibitions. Highly sought-after, they sell for up to $60,000 per print. With this new visual, TAG Heuer signs an intense, fearless and feminine campaign, just like the amazing Cara, which demonstrates once again the disruptive and avant-garde spirit of the Swiss watch brand.
About de TAG Heuer
In 1860, at the age of 20, Edouard HEUER founded his watchmaker’s workshop in the Jura Mountains of Switzerland. Creating the mikrograph in 1916, sponsoring F1 teams in the 70s or launching the first luxury connected watch in 2015 are just some examples of the major technical innovations, ultimate accuracy and passion for disruptive design that define our unique spirit.
Headquartered in La Chaux-de-Fonds, TAG Heuer operates in 4 production sites, mastering the whole watchmaking process, and is active on all continents through 4500 points of sale, including 170 TAG Heuer boutiques, now directly on www.tagheuer.com in a selection of markets. TAG Heuer timepieces are designed for those who love challenges. Our influence is enriched by our unique communication strategy based on three pillars, Sport, Lifestyle and Heritage. Broad and disruptive, it embodies our legacy and DNA. Partnerships and ambassadors illustrate our open-minded and open-doors culture.
The most prestigious and avant-garde names team up with TAG Heuer: RedBull Racing Formula 1 team, Monaco F1 Grand Prix, Formula E Championship, the biggest football leagues around the planet in Europe, Americas and Asia…- Manchester United; Trendsetters like it-girl Bella Hadid, the American star quarterback Tom Brady, Hollywood actors like Chris Hemsworth or Patrick Dempsey; and the first appointed Art Provocateur by a brand, Alec Monopoly!
#DontCrackUnderPressure is more than a claim - it is a mindset