Road to a revolution

MANILA, Philippines - Tag Heuer recently named actor and environmental activist Leonardo DiCaprio as its newest ambassador.

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 DiCaprio — to be used in supporting 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.”

DiCaprio’s willingness to push limits has made him one of the most exciting actors in Hollywood. It is that very same quality that fuels his passion for the environment. A deeply engaged activist, DiCaprio has a long history of environmental philanthropy. He speaks regularly on ecological issues and is a prominent board member of the Natural Resources Defense Council. He co-wrote, co-produced and narrated The 11th Hour, a well-received 2007 documentary on the world’s eco-system. DiCaprio’s commitment to sustainability and children in need will be the cornerstones of his partnership with Tag Heuer over the next three years.

“Tag and I will be making donations to some of the most influential and effective environmental organizations around,” says DiCaprio. “Each and every day, these organizations are doing important work to ensure our planet’s resources for future generations. Hopefully, our donations will help expand their reach and raise their profile.”

Tag Heuer CEO and president Jean-Christophe Babin says, “Leonardo DiCaprio is far more than an actor. He is a man who wants to change the planet and improve the plight of children in need. He is contributing his skills and wealth to a better, smarter world.”

A three-time Oscar nominee, winner of the Golden Globe for Best Actor for The Aviator, winner of the Silver Berlin Bear award for Best Actor for Romeo + Juliet, and 2009 Golden Globe nominee for Best Actor for his latest film Revolutionary Road, Leonardo DiCaprio has won more acclaim than most actors of his generation. He achieved mythic box-office status as Jack Dawson in Titanic, history’s highest-grossing film ever. On the strength of this one film alone, DiCaprio could have cruised from one mainstream blockbuster to the next. He didn’t.

Which is what makes DiCaprio the consummate Tag Heuer ambassador. Like Tag Heuer, DiCaprio is driven and takes risks. Like the brand, DiCaprio has the ingenuity to take a winning formula and change it for the better. And Tag Heuer shares the same relentless drive to push innovation and exceed expectations, especially their own, to surpass itself and its competitors with each new timekeeping device.