Spike Lee, Taron Egerton and Chen Kun reflect on their success in Montblanc's glossy new campaign
Spots by W&K Amsterdam introduce tagline 'what moves you, makes you'
Aug 26, 2020
Luxury brand Montblanc has turned to celebrities from the creative world for its latest campaign, introducing the tagline "What moves you, makes you."
Director Spike Lee, film actor Taron Egerton ("Rocket Man") and actor/acting school founder Chen Kun appear in three glossy brand films in which they reflect on their own success in different ways. For Lee, it's looking back at the Brooklyn childhood that forged him. For Egerton, it's thinking about what he should do next now that he's reached a high point in his career. Chen Kun, meanwhile, delves more into his own character and how it's shaped his life in terms of giving back to his community.
The three spots were created by Wieden & Kennedy Amsterdam and directed by Jaron Albertin at Smuggler. Aimed at the luxury business market, the campaign "expresses a new aspiration to live a life where the professional and personal don’t compete with each other, but enrich one another," said Montblanc's EVP-Marketing Vincent Montalescot in a statement.
"While at different stages in their careers, the three creative catalysts we are spotlighting are living proof that following what moves you, ultimately leads you to a place of fulfilment and success,” he added.
The campaign is running globally from this week, including in the U.K. and U.S., having debuted earlier this year in China and Korea.