PHOTOGRAPHY: TAG Heuer Celeb-Diversifies

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It's Endorsement Time Again!
If Nike sells watches, how can Tiger Woods endorse TAG Heuer? We know he can't be seen without his Nike hat and shirt, but this watch clause he's got is pretty clever. At any rate, he's one of four "brand ambassadors" in the 2005 "What Are You Made Of" campaign, shot by fashion star Patrick Demarchelier (www.demarchelier.net), via TAG's in-house agency, Switzerland's Holistic Communications. Seen in the PDF, Uma Thurman offers a frank "I'm cool, and if I want I can pull your eye out" look; teen tennis hottie Maria Sharapova is particularly sullen; and Nascar stud Jeff Gordon out-endorses Tiger with his patchwork flame suit. Gordon and Woods aren't new to the stable, but with Thurman and Sharapova, TAG intends to broaden its brand positioning beyond sports to embrace fashion and glamour. Not that they haven't been there in the past; Steve McQueen, back in his pre-Ford resurrection days when he was actually alive, flaunted TAG Heuer's Monaco chronograph in the 1970 film Le Mans.
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