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Bartle Bogle Hegarty’s first campaign for TAG Heuer uses athletes and a stainless-steel backdrop to illustrate the durability and “inner strength” of its watches.
Six print spreads juxtapose shots of specific watches with life-size portraits of the likes of Boris Becker, basketball player Grant Hill and sprinter Marion Jones. Under the theme “Inner strength” is a quote reflecting each athlete’s approach to winning. “I drew my strength from fear. Fear of losing,” says tennis star Becker.