After presenting its new TOP GUN collection at the Watches and Wonders exhibition in Geneva, IWC Schaffhausen kicks off a worldwide advertising campaign with brand ambassador Tom Brady. The seven-time World Champion quarterback is shown wearing different versions of the Pilot’s Watch Chronograph TOP GUN. The visuals also feature the colored cubes revealed during the teaser campaign, evoking the iconic landscapes of the Mojave Desert, Lake Tahoe, and leafy woodlands, which have inspired the creation of IWC’s new ceramic colors.
IWC Schaffhausen, the inventor of colored ceramic watches, has launched a new TOP GUN collection in its iconic Pilot’s Watches family. Inspiration from the world of naval aviation, such as the fascinating landscapes seen by TOP GUN pilots during training, was expressed through PANTONE® color codes. Based on these, IWC engineered completely new ceramic colors to create timepieces in a strikingly monochrome, muted design. Now, the Swiss luxury watchmaker has unveiled a global advertising campaign to accompany the new TOP GUN designs.
A CHAMPION FOR THE CAMPAIGN
The campaign stars American football quarterback Tom Brady, who has been an IWC brand ambassador since 2019. Brady has won seven World Championships, more than any other quarterback in American Football history, and 18 Division Titles so far in his unparalleled career. Yet, despite having achieved so much and having nothing left to prove, he keeps challenging himself and pushing to new heights. These character traits match the new campaign’s tagline, “We’re not here to try – we’re here to do,” making Brady the perfect choice to represent the TOP GUN mindset.
“In cinematic spots, we pair Tom Brady with selected TOP GUN chronographs. The powerful images also reference the landscapes of Lake Tahoe, forests, and the Mojave Desert, which have inspired our new ceramic colors. We couldn’t have thought of anybody better than Tom to illustrate the evolution of IWC TOP GUN into a style statement and expression of a distinct lifestyle,” explained Franziska Gsell, Chief Marketing Officer of IWC Schaffhausen.
In the fast-cut short films, Brady wears the Pilot’s Watch Chronograph TOP GUN in black, sand-colored, green, and white ceramic. Different edits of the four films will feature on IWC’s global social media channels and YouTube.
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