Cartier’s iconic Tank debuted in 1917, the Art Deco creation, designed by master watchmaker Louis-Francois Cartier, has graced the wrist of various celebrities, including Princess Diana and Mick Jagger.
In 1996, an updated Tank Française launched and now, a 2023 version has arrived. It boasts seven different styles, with steel and yellow gold, in both quartz and mechanical versions, with or without diamonds.
To announce its posh update, a new Cartier campaign has launched worldwide. Media in the U.S. begins Feb. 20 with paid social, display and digital out-of-home.
Publicis Luxe is responsible for the creative.
Directed by British filmmaker Guy Ritchie (“Sherlock Holmes,” “Snatch”), the spot, starring legendary French actress Catherine Deneuve, the embodiment of chic, and Oscar-winner Rami Malek ("Bohemian Rhapsody"), takes place on on the Pont Alexandre III, the Paris bridge that connects the Champs-Élysées with the Eiffel Tower.
Richie said the work illustrates how “the Tank has managed to remain classical throughout those decades.”
The ad also features Deneuve in scenes from some of her most celebrated roles: in Jacques Demy’s “Les Parapluies de Cherbourg,” Régis Wargnier’s “Indochine” and Nicole Garcia’s “Place Vendôme.”
“Times change, but elegance remains the same,” says Cartier.