TAG Heuer is switching up its swag for this season’s campaign, tapping a professional model (as opposed to an athlete or celebrity) to star in its ads. The buzzy Cara Delevingne has been chosen as the watch brand’s new ambassador.
For the campaign, TAG Heuer went with photos of the model you may have already seen: The first is her at The Great Gatsby premiere during Cannes in 2013, the other is an image of Cara making one of her signature goofy faces, showing off the lion tattoo on her index finger, while urging the TAG Heuer customer #DontCrackUnderPressure. TAG Heuer is hoping Cara’s social media reach and popularity with the kids opens the brand up to a younger generation of shoppers. And it looks like the model is already hard at work promoting her new gig on Instagram.
Today, she posted a snap of her holding a roaring baby lion cub along with #DontCrackUnderPressure and a shout-out to the brand. So far, the image has 300,000 likes. Seems as if TAG Heuer’s deal with Cara is already paying off.