Guy Richie Directs Cartier Tank's Campaign, Homage To French Chic

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.

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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.

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