Cartier has come out swinging on Dubai’s digital out-of-home media for their Tank watches. The jewelry brand has popped up after their last OOH campaign for the Panthere De Cartier watch. The stunning Catherine Deneuve and Rami Malek both appear in the Guy Ritchie-directed film. Malek looks dashing in formal attire while traveling between the Right and Left Banks in Paris on the Pont Alexandre III. From The Umbrellas of Cherbourg to Place Vendôme, covering decades of her illustrious filmography, he meets a range of Catherine Deneuves created by CGi and doubles. The movie illustrates how, even as things change, elegance can still hold true, and Catherine Deneuve masterfully captures this idea. Ritchie simultaneously captures the essence of the watch and pays homage to French New Wave cinema in his video promotion for the reintroduction of Cartier's Tank Française. There are obvious similarities between the watch and the film genre: both are timeless but were first avant-garde; both are understated but sophisticated; both are extremely French but have a truly global charm. The “Tank” collection has been turning heads “Since 1918”, while the “Française” version of the watch has been around “Since 1996”. The beautiful design of the elegant metal bracelet by Tank Française was unveiled in the visuals, worn on Rami Malek’s wrist. Cartier revolutionizes a monobloc metal design with its latest iteration. The watch's ultra-profiled lines are given fresh life by a novel aesthetic and functional approach. It is produced in steel and yellow gold adorned with or without diamonds. Emaar released this campaign in March, over digital screens.
