TAG Heuer celebrates Formula 1’s 75th anniversary with London-linked campaign

 As Formula 1 motor racing celebrates its 75th anniversary, TAG Heuer is joining in the festivities to unveil a “stunning” new campaign video. 

It marks the Swiss luxury watch brand’s return to Formula 1 racing with 2025 “marking the revival of a special partnership” . With a conceptualised and filmed campaign featuring London as its backdrop, the campaign brings its ‘We Are Back’ statement message to life across the city.

And the “stunning” bit comes via TAG Heuer’s “cutting-edge projection mapping” at Europe’s largest mural site, that includes a special appearance from racing driver and broadcaster Naomi Schiff.

In her cameo appearance, Schiff sports the latest iteration of the Formula 1, which combines a black dial with red lacquer accents and a red rubber strap. Of course, the new campaign video “captures the spirit of this new collection, faithful to the concept of ‘Grand Prix by night’ that shaped the design of the timepieces unveiled in January.

The video, meanwhile, opens with an view of the capital followed by a sequence of quick cuts “transporting viewers through the humming city”, with shots including out-of-home Tag Heuer displays and a newspaper held by ‘Friend of the House’ Schiff bearing the ‘We Are Back’ headline.

The video then sweeps through the city as the sun sets and culminates at East London’s Tabernacle Street, where a massive mural “lights up the sky”. Inspired by the adrenaline of night racing, drone footage captures an “awe-struck” crowd as the interactive mural depicting a racetrack start line “comes to life”. 

With each sound of the city, the mural’s lights flicker, “and in a split second, Formula 1 cars burst through the start line, their roaring engines filling the air”. As the final F1 car races through the mural, the TAG Heuer and F1 logos “blaze into view”, with ‘We Are Back’ message shining against the London night sky, signalling the return of this “legendary partnership”.