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NEW YORK — After a 10-year absence, watch brand Tag Heuer is returning to TV advertising as part of a multimillion-dollar marketing campaign featuring its new spokesman, Tiger Woods.
This story first appeared in the May 5, 2003 issue of WWD. Subscribe Today.
The new commercial, which debuts later this week on CBS, pits Woods and his golf abilities against a Formula 1 race car. Shot in Monaco, the ad starts with Woods taking a swing, and then the golf ball and the race car take off through the streets, as Woods guides the ball with his gaze. The action is accompanied by pulsating music and quick cuts designed to convey a feeling of high energy and performance.
Tag, a division of LVMH Moët Hennessy Louis Vuitton, signed Woods on earlier this year, as the golfer ended his long-term contract with Rolex. In addition to the commercial, Woods is featured in Tag’s new print ads and billboards and also will be part of in-store displays shipping this month for the Link collection of men’s and ladies’ watches.
“This is the largest advertising campaign in the history of the company,” said Daniel Lalonde, president and chief executive officer of LVMH Watch & Jewelry USA, previewing the commercial with WWD late last week. “We are doing the television commercial because we think you can see Woods in his sport and it’s very dynamic.”
In addition to CBS, the ad will run on other network and cable stations and will eventually be broadcast in international markets.
Lalonde declined to say how much the company is spending on these ads this year, but said it will spend 50 percent more on marketing expenses over last year. The 143-year-old brand’s sales are estimated at about $350 million and it is now sold in about 1,000 doors.
“We are aggressively building this brand in the U.S.,” Lalonde noted.