TAG Heuer unveils “Chapter III: Time is a Gift,” the newest edition of its annual Ramadan campaign, with an innovative twist! The campaign highlights the beloved TAG Heuer mascots, blending precision watchmaking with the essence of Ramadan. Set against the enchanting desert sunset, the animated film brings these mascots to life, reimagined with unique Middle Eastern features, as they race towards an Iftar gathering.
The Ramadan Racing Squad: A TAG Heuer Tradition
TAG Heuer’s mascots, known for their presence in global festive campaigns like the Holiday Season and Valentine’s Day, now take on a local identity as the Ramadan Racing Squad, celebrating the brand’s motorsport heritage. Their exciting journey through the desert symbolizes the collective anticipation of Iftar, underscoring the true value of time spent with loved ones.
Tailored for the Middle East, the animated characters feature Arabian-inspired elements, including the Emirati and Saudi Ghotra & Agal for the male figures, and exquisite Khaleeji-style jewelry for the female characters, ensuring cultural relevance. The race through the golden dunes ends with the mascots uniting to break their fast with traditional food and a game of backgammon, representing unity, generosity, and the shared moments that define Ramadan.
TAG Heuer’s campaign, deeply rooted in precision and performance, perfectly merges the exacting craftsmanship of the Carrera and Monaco watches with the excitement of the Ramadan race. The mascots, dressed in custom-colored jumpsuits that match their respective TAG Heuer Monaco or Carrera watches, showcase a curated collection of timepieces, including:
- TAG Heuer Carrera Chronograph Extreme Sport Black Titanium 44mm
- TAG Heuer Carrera Chronograph Extreme Sport Blue Titanium 44mm
- TAG Heuer Carrera Chronograph Extreme Sport Gold Titanium 44mm
- TAG Heuer Carrera Chronograph Precious Powder Pink 39mm
- TAG Heuer Carrera Chronograph Precious Blue 39mm
- TAG Heuer Monaco Chronograph Dark Blue 39mm
- TAG Heuer Monaco Chronograph Power Pink 39mm
Each watch embodies TAG Heuer’s essence and its mascot, precisely tracking every moment, just as time is crucial during Ramadan. With “Chapter III: Time is a Gift,” TAG Heuer strengthens its bond with the Middle East, honoring tradition, excellence, and the pursuit of memorable moments.
