Fierceness Personified

TAG Heuer has created an intense campaign, fearless, feminine and contemporary.

TAG Heuer has launched a new campaign, “Don’t Crack Under Pressure,” and they have chosen the courageous Cara Delevingne to star in it. Cara Delevingne is not a new name or new face to us – she has graced the covers of magazines, strutted the high fashion catwalks, and has consistently been on the best dressed lists in the recent years. She is intense, fearless, feminine, and a perfect pairing for the avant-garde spirit of TAG Heuer.

As Jean-Claude Biver, CEO of TAG Heuer and President of the LVMH Group Watch Division, stated: “(This campaign) shows Cara as powerful, courageous, audacious, and commanding of respect. … It is a new interpretation of Don’t Crack Under Pressure which, I hope, will inspire the youth of today.”

The campaign was shot in South Africa by photographer David Yarrow. His specialization is capturing endangered animals in their natural splendor, and he has developed his passion for philanthropy and conservation. David Yarrow explains, “When I photograph an animal, the first thing I do is look into its eyes. If they are not piercing, then it’s very difficult to capture the animal’s soul. And Cara has a truly piercing gaze! I therefore knew right away that the look would be at the very heart of this project!”

The pictures feature the majestic lion in the South African vista – the fierceness is palpable, and you can truly feel his royalty. King of the beasts he may be, but Cara Delevingne is a fitting queen. Her gaze matches his in fierceness, her eyes piercing through the camera lens.

Cara herself is just as appreciative of the opportunity and the partnership. Many a runaway she has traversed but nothing beats the plains of South Africa with the king of the jungle: “It has long been a dream of mine to get the chance to work with wild animals, and particularly with a lion! I am so grateful to collaborate with TAG Heuer on this campaign.”

Serendipity is a curious and amazing thing. Many people choose to adorn themselves with a tattoo, typically choosing an image of personal importance. Cara Delevingne has a lion tattooed on her index finger. Such a fitting choice then that she is paired with the king of beasts for this TAG Heuer campaign. Be inspired by the strength and courage of this power pairing.