TAG Heuer recently introduced 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 going to support the Natural Resources Defense Council (NRDC) and Green Cross International. In addition, a multi-million dollar commitment from Mr. DiCaprio will go to support environmental charities.
"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."
DiCaprio's willingness to push limits has made him one of the most exciting actors in Hollywood. This same quality fuels his passion for the environment. A deeply engaged activist, DiCaprio has a long history of environmental philanthropy. Co-writer, co-producer and narrator of The 11th Hour, a well-received 2007 documentary on the world's eco-system, DiCaprio speaks regularly on ecological issues and is a prominent board member of NRDC.
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 Heuer and I will be making donations to NRDC and Green Cross International as well as other influential and effective environmental organizations," says DiCaprio. "Each and every day, these organizations are doing important work to protect our planet's resources for future generations. Hopefully, our donations will help expand their reach and raise their profile."
"Leonardo DiCaprio is far more than an actor," said Jean-Christophe Babin, CEO and president of TAG Heuer. "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."
Leonardo DiCaprio has won more acclaim than most actors of his generation. A three-time Oscar nominee, winner of a Golden Globe and a Silver Berlin Bear award for Best Actor for The Aviator and Romeo + Juliet, DiCaprio received in 2009 his 7th Golden Globe nomination for his latest film Revolutionary Road. In 1997, DiCaprio achieved mythic box-office status as Jack Dawson in Titanic, history's highest-grossing film. 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. Like TAG Heuer, DiCaprio takes risks.
TAG Heuer is proud to announce Leonardo DiCaprio as its ambassador because they share the same relentless drive to push innovation and exceed expectations, especially their own. TAG Heuer surpasses itself and its competitors with each new timekeeping device; Leonardo DiCaprio proves himself a more skillful and inventive actor with each new film he makes, and a more dedicated activist with each new environmental endeavor. It is in this spirit that TAG Heuer is proud to join forces with its newest ambassador, Leonardo DiCaprio.
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