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Leonardo DiCaprio signs on with TAG Heuer

January 12, 2009

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New TAG Heuer ambassador Leonardo DiCaprio with TAG Heuer's global president and chief executive officer, Jean-Christophe Babin.

Springfield, N.J.--TAG Heuer has added Leonardo DiCaprio to its star-studded lineup of brand ambassadors.

As global ambassador for TAG Heuer, DiCaprio will be promoting several of TAG Heuer's products, including the brand's 43-millimeter Carrera Day-Date chronograph, a brand spokeswoman said.

DiCaprio replaces Brad Pitt, whose six-year contract ended last month.

While the brand does not disclose contract details, the royalties generated on select TAG Heuer products, as well as a portion of DiCaprio's own fees, will be donated to support a major environmental organization, a brand spokeswoman said.

The 34-year-old award-winning actor has a long history of activism on behalf of environmental issues. The Leonardo DiCaprio Foundation, established in 1998, has actively fostered awareness of environmental issues by partnering with such organizations as the Natural Resources Defense Council, where DiCaprio is on the board of trustees; Global Green USA, where he serves as a board member; and the International Fund For Animal Welfare, where he is on the honorary board of directors, according to the foundation's Web site.

DiCaprio is the latest star to join TAG Heuer's "What Are You Made Of" advertising campaign, for which other brand representatives include Uma Thurman and Tiger Woods.

"Leonardo perfectly embodies this call-to-action with his exceptional talent, extraordinary mental strength and unfettered commitment to social and environmental issues," a statement from the brand said.
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