Accueil Publicis Luxe Cartier and Publicis Luxe join forces to celebrate the return of the Tank Française to the forefront 
Publicis Luxe

Cartier and Publicis Luxe join forces to celebrate the return of the Tank Française to the forefront 

Publicis Luxe

Publié le lundi 23 janvier 2023 à 00h00, mis à jour le 7 mars 2023 à 14h37
Temps de lecture : 1 min
An expression of the avant-garde, the Tank Française connects us to Paris and its creative freedom, a trait which was captured so perfectly by the French New Wave in its cultural geography. Therefore, it was only natural that the Tank should mark her return and be filmed between the left and right banks as a heroine of yesterday and today.

Directed innovative English filmmaker, Guy Ritchie, the Cartier campaign reflects the timeless elegance of the Tank Française. On one hand, we have Catherine Deneuve, legendary actress of the French New Wave and embodiment of French chic. On the other, Rami Malek, one of the most renowned actors of his generation, who takes the role of a filmmaker capturing Deneuve, and by extension the Tank Française, in her most iconic roles in French cinematic history: those of Jacques Demy's Les Parapluies de Cherbourg, Régis Wargnier's Indochine and Nicole Garcia's Place Vendôme,. They cross paths on the Alexandre III bridge at different times, complicit and amused.

To accompany the main film of the campaign, Publicis Luxe and Cartier designed 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. 

Assets: https://lion.box.com/s/imhug13qh3g5prl4iwrff65y63jd47y1

A propos de Publicis Luxe

ABOUT PUBLICIS LUXE

We imagine experiences where product, service and storytelling blend into a single, memorable journey. Experiences are moments, that spark emotion: an arresting photograph, a beautiful parcel on your doorstep, a grand decor or an exceptional event, an interaction with inspiring people. These moments, over time, create a unique kind of relationship between people and brands, made of impressions, conversations, discoveries and surprise, essentially: emotions.

To spark positive emotion, Publicis Luxe thinks big, and thinks small. We are a unique combination of artisan-worthy attention to detail, and large-scale production capabilities. A crew of passionate people coming from different backgrounds: digital natives mesh with image craftswomen with the best eye for esthetics, working as one team between Paris and Shanghai.

Whether working on brand platform, campaigns, commerce, always-on content, innovative services or post-advertising territories - we're pioneering a new era of luxury marketing, where conversations bloom, where heritage and zeitgeist collide to spark new ideas.


Contact : Guillaume Liziard CMO - guillaume.liziard@publicis.com, +33 (0)1 85 56 96 01

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