Ad of the Day | Cartier and Publicis Luxe Celebrate the Return of the Tank Francaise to Center Stage

Jan. 24, 2023

An expression of the avant-garde, Cartier’s iconic Tank Francaise 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 Francaise. 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.