Leo DiCaprio stars in TAG's new ad campaign

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Leo DiCaprio stars in TAG's new ad campaign

By Teresa Novellino

April 01, 2009

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This ad, featuring Leonardo DiCaprio wearing TAG Heuer's Aquaracer 500, will run in magazines starting in June.

Basel, Switzerland--TAG Heuer ads featuring the brand's newest ambassador, award-winning actor Leonardo DiCaprio, will start appearing this summer, executives said during a dinner held at BaselWorld.

In the new ads, which will run in magazines beginning in June, the A-list star will be sporting the brand's high-performance diving watch from the new Aquaracer 500 series, a 43-millimeter model that is offered with a stainless steel bracelet or black rubber strap, both of which come with safety push buttons and a solid-steel folding clasp that is designed to prevent accidental opening.

The Aquaracer, which is available with a black, silver or blue dial, each featuring a vertical streak effect, retails for $2,450. It is water-resistant to 500 meters, certified with the Controle Officiel Suisse des Chronometres (COSC) automatic movement and features an automatic helium valve that releases any gases that might have infiltrated the watch during a deep dive.

A dressier version with a rose gold bezel and black dial will be available at the end of the summer.

DiCaprio, who signed a three-year contract with TAG Heuer for an undisclosed amount, was wearing the brand privately prior to signing on as an ambassador, according to company executives. He replaces fellow Hollywood star Brad Pitt, whose contract recently expired. But, unlike Pitt, whose contract did not include appearing in watch ads in the United States, the DiCaprio ads will run worldwide.

As part of the agreement with TAG Heuer, royalties generated from the deal will support two environmental charities: The Natural Resources Defense Council (NRDC) and Green Cross International. A promotion for the NRDC will appear in the ads, per an agreement worked out with DiCaprio, a longtime environmental activist who co-wrote, co-produced and narrated a 2007 documentary, The 11th Hour, on the world's eco-system.

In addition to the royalties, a multi-million dollar commitment from DiCaprio will go to support environmental charities, the company said in a release.

DiCaprio joins other longtime ambassadors, including Tiger Woods and Uma Thurman as well as British Formula One racecar champion Lewis Hamilton, who is promoting the 40th anniversary re-edition of the TAG Heuer Monaco, first released in 1969 and worn by legendary racecar driver Steve McQueen.

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