Watchmaker TAG Heuer has announced that Leonardo DiCaprio will be taking over for Brad Pitt as part of their “What Are You Made Of” ad campaign. The 34-year-old actor will be the world ambassador for the best-selling Carrera timepiece line. The three-year agreement is a unique one for TAG Heuer and DiCaprio, with the royalties generated from the deal as well as a multi-million-dollar commitment from Leo going to support major environmental initiatives.
“TAG Heuer is a strong brand with a proven commitment to doing good,” said DiCaprio. “It is a great day when a company as respected as TAG Heuer explores a different way to do business—selling products and giving back at the same time. I’m very excited to start this new partnership, and look forward to a long relationship with TAG Heuer. He added, “TAG and I will be making donations to some of the most influential and effective environmental organizations around. Each and every day, these organizations are doing important work to ensure our planet’s resources future generations. Hopefully, our donations will help expand their reach and raise their profile.”
This isn’t the first time DiCaprio has used the watch scene to further environmental initiatives. Back in July of 2008, the actor signed on with Jaeger-LeCoultre to help promote a one-of-a-kind $300,000 timepiece. 100% of the sales went directly to the Leonardo DiCaprio Fund.
Anyways, this is a great way to make some good come out of what’s sure to be a very lucrative contract. Here’s my favorite corny part of the marketing press release: “Like TAG Heuer, DiCaprio is driven. Like TAG Heuer, DiCaprio takes risks. Like the brand, DiCaprio has the ingenuity to take a winning formula and change it for the better.”