IWC Schaffhausen will kick off a worldwide omnichannel advertising campaign with actor, director (and blue-eyed dreamboat) Bradley Cooper. This is the first time that the Swiss luxury watch manufacturer has produced such an extensive on and offline campaign with a single ambassador as the face of the brand. Shot in the searing desert outside Los Angeles, the campaign ticks all the boxes in regard to mythologised modern masculinity – loud motorbikes, fast aeroplanes, searing heat and vintage leather.
The campaign and the mood underscores IWC’s appeal to free-spirited individuals who have no need for borders or limits and are eager to take on life’s challenges. With the Big Pilot’s Watch Edition “Le Petit Prince”, the advertisements also feature one of the most iconic timepieces from the Schaffhausen-based company.
Bradley Cooper is, quite understandably, thrilled with results of this partnership with IWC: “I have been wearing IWC watches for the past 15 years. When this collaboration was proposed and the idea of the campaign came up, it made sense and I was excited by the creative. I was happy to help bring Christoph’s vision to life.”
With a strong personality and character traits such as a pioneering spirit, confidence and vitality, Cooper perfectly embodies IWC’s core values. “With this campaign, we continue to develop the emotional storytelling around our brand. We could not have imagined a better partner than Bradley to present our high-quality mechanical timepieces, such as our Pilot’s Watches, to a growing and global audience,” explains Christoph Grainger-Herr, CEO of IWC Schaffhausen.