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Action, achievement and a pioneering spirit – Breitling's three dynamic values also apply to the squads that will represent the luxury watchmaker from now on. So what is this advertising campaign all about? The watchmaker wants to highlight the power of human connection when absolute professionals in a given field join forces.
In a Nutshell – the Breitling Squad Campaign
Specifically, the campaign revolves around groups of three to four people who are especially successful in a particular field. To this end, Breitling has formed several such squads: top actors Brad Pitt and Charlize Theron, for example, represent the Cinema team, while the Triathlon Squad is made up of athletes such as Jan Frodeno and Daniela Ryf. The choice of members and of each field follows a specific philosophy, since Breitling's own identity shows strong parallels to all of these disciplines.
What cinema and triathlon squads – as well as the surfing and explorer teams – have to do with the Swiss luxury brand, however, only becomes clear at second glance.
Roll Film – the Cinema Squad
Breitling's connection to the world of film runs deeper than you might first think. On the one hand, there are famous appearances such as in the 1965 James Bond film "Thunderball" – but it isn't only Sean Connery and other stars who convey the brand's message; above all, it's the medium of film itself: it shows sometimes realistic, but often imaginative worlds and dreams that many people hope to reach one day.
Much like owning a luxury watch bearing the winged B. Prominent – that probably sums up the Cinema Squad lineup best: Brad Pitt, arguably one of Hollywood's most successful figures as an actor and film producer, has not only earned several Oscars with works such as "12 Years a Slave" and "The Big Short" but, above all, has left a lasting mark on countless film lovers. Adam Driver, known as Kylo Ren from "Star Wars: The Last Jedi," rounds out the Breitling Squad together with Daniel Wu: a multiple award winner, the actor, director and producer is likewise an icon of modern cinema.
Renowned Oscar winner Charlize Theron fits perfectly into this talented lineup: for her performance in the 2004 film "Monster," she received the Academy Award for Best Actress, and she has proven her versatility in numerous other productions.
The Triathlon Squad – Athleticism Cubed
Although the sport isn't among the most popular competitions in Germany, it is without doubt one of the most spectacular: triathletes have to deliver peak performance as swimmers, cyclists and runners – a nearly unimaginable undertaking even for many specialists in the individual disciplines. Because athletes like Chris "Macca" McCormack keep setting new standards and precise timekeeping is fundamental to triathlon, Breitling identifies with the sport exceptionally well. An admirable master of the discipline is Jan Frodeno: the German not only won gold at the 2008 Olympic Games in Beijing but also claimed the Ironman World Championships in 2015 and 2016. No one had ever achieved this combination of titles before.
Swiss athlete Daniela Ryf is likewise one of triathlon's leading lights, having won the Ironman World Championships in 2015, 2016 and 2017. Fittingly, Australian Chris McCormack joins what is surely the fastest Breitling Squad: he became passionate about the sport as a student and made a meteoric rise into the world's triathlon elite.
Explorers of the Extremes
When it comes to extraordinary achievements, the Explorers Squad plays in the top league. Breitling's commitment to environmental protection and its goal of becoming a carbon-neutral company fit well into the world of intrepid explorers: they show us the most extreme, yet also the most beautiful parts of the planet – places worth protecting. Swiss adventurer Bertrand Piccard, who hails from a well-known dynasty of explorers, is one of the legends in his field: he was the first person to circle the globe in a balloon, and on another occasion he did so in a solar-powered airplane. He is a committed ambassador for sustainability and efficiency.
David de Rothschild, who became the youngest Briton to reach both poles and drew attention to plastic pollution in the oceans with his "Plastiki" expedition, rightly earns his place in this Breitling Squad.
Masters of the Waves – the Surfers Squad
Much like the Explorers team, the group of master surfers also stands for the importance of climate protection and sustainable progress. As in all the other squads, you'll naturally find only the best of the best here. Mention the name Kelly Slater, and surfing fans know immediately: with eleven world titles, the American is the most successful athlete in the history of his sport. Both the youngest and the oldest world champion, he has defined an entire era of surfing. Sally Fitzgibbons and Stephanie Gilmore are further pros on Breitling's Surfers Squad.
Conclusion: A Creative and Authentic Concept
With the idea of forming teams from outstanding figures in sports and acting and presenting them as the company's representatives, Breitling has truly created something new. This approach allows the brand to authentically convey its own corporate values while winning over high-profile ambassadors. Yet it isn't only the creativity of the marketing that deserves praise, but also the commitment to environmental protection and the support of sports – that is the only way to truly stand out in a world full of brands.