• May 6, 2003

TAG Heuer and Tiger Woods have teamed up for another iteration of the company's "What are you made of" campaign titled "Who Can Beat Tiger Woods?" The commercial will debut between 3-6 p.m. May 10 on CBS Sports golf programming. It will air on national, local and cable and the print campaign will appear in Conde Nast Traveler, Details, Forbes, Golf Digest, GQ, T&L Golf and Town & Country. The campaign transports the viewer to the legendary racing circuit of Monaco where the technological power of a Formula 1 car vies with the mental strength and perfect strokes of Tiger Woods. As Woods takes his swing, the golf ball and racecar take off with dizzying bursts of speed through the streets of Monaco. A duel ensues as Woods guides the ball with his gaze, overcoming the unusual obstacles of the city and its circuit in order to achieve its goal of outperforming its rival. Throughout the sequences is the ubiquitous presence of timekeeping.