An exquisite new campaign from Publicis Luxe for Cartier with Rami Malek, Catherine Deneuve and Guy Ritchie
Posted on 2023 Jan,26  | By ArabAd's staff

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Here is an exquisite new campaign from Publicis Luxe for Cartier for the return of the brand's iconic watch, the Tank Française.

Beautifully directed - by Guy Ritchie, no less - the film is an homage to Paris and the French New Wave ("La Nouvelle Vague"), featuring the ultimate symbol of the art film movement that emerged in the late 1950, French actress Catherine Deneuve, and a nod to some of her most iconic roles, as well as Rami Malek, representing the best of today's cinematic landscape. 

An expression of the avant-garde, Cartier’s iconic Tank Française connects us to Paris and its creative freedom, an attribute captured so perfectly by the French New Wave and within the city itself. So, it seemed only fitting to film the return of the Tank Française along one of the Paris’s most iconic features, the Seine, between the Left and Right banks, illustrating its prominence as a heroine of yesterday and today. 

Directed by prolific English filmmaker Guy Ritchie, the Cartier campaign reflects the timeless elegance of the Tank Française. On the one hand, you have Catherine Deneuve, legendary actress of the French New Wave and the embodiment of French chic, and on the other, Rami Malek, one of the most renowned actors of his generation. He plays the role of filmmaker who, along the Pont Alexandre III, crosses paths with Deneuve in her most iconic roles in French cinematic history: in Jacques Demy's Les Parapluies de Cherbourg, Régis Wargnier's Indochine, and Nicole Garcia's Place Vendôme,  

To accompany the campaign’s main film, Publicis Luxe and Cartier organized interviews with director Guy Ritchie, Rami Malek, and Catherine Deneuve to pay tribute to French culture, Cartier’s savoir-faire, cinema, and ultimately bring the story of a Cartier icon to life.  

The campaign launched on January 17 worldwide.  



Director: Guy Ritchie (Reset / 75 productions) 

Print assets film : Greg Williams 

Print stills & portés : Charles Nègre
Post-production film: Mikros 

Post-production music : Clément Bonnet (Prodigious) 

Business Affairs music : Camille Masse (Prodigious) 

Business Affairs figurants & inspirations films : Catherine Oger (Prodigious)
Post-production digital assets : Mass Corporations 



Sr Vice President Chief Marketing Officer: Arnaud Carrez 

International Creative Communications Director : Emmanuelle Guillon 

Creative Product Content Director : Marco Terroni 

Creative Content Group Manager : Charlotte Temam 

Creative Content Project Manager : Bettina Ghinozzi 

Creative Product Content Post-Producer : Valentine Karas 


Creation : Antoine Bonodot  

Creation Film, Digital & Print : Adrien Cussonneau, Alexandre Jean-Marie, Gaël Cornet
Commercial: Amandine Ribeiro, Iris Decoux, Sofia Silva Rodrigues, Laurence Levy 
TV production: Christine Bouffort 

Art buying : Emma Boutami