In an extension of the #squadonamission advertising campaign launched in July, Breitling last month unveiled its new “Cinema Squad” campaign in Beijing. Starring Brad Pitt, Daniel Wu, Adam Driver and Charlize Theron, with photography by acclaimed photographer Peter Lindbergh, the new campaign follows earlier squads from the aviation, exploration and sports fields.
“At Breitling, we believe in the power of a team, the strength of a group, and the mutual identification of a common target, which ultimately leads to success,” said CEO Georges Kern. ““The squad initiative perfectly reflects our values and our philosophy. We aim for authenticity, credibility, and honesty for our brand and our products and also in our interactions with our clients. The same applies for each of the squads. Their members are absolute masters in their respective fields.”
The event in Beijing was attended by Pitt, Wu and Lindbergh, in conjunction with the launch of five new models for the brand’s new Premier collection: the Premier B01 Chronograph 42, Premier Chronograph 42, Premier Automatic Day & Date 40, Premier Automatic 40, and Premier B01 Chronograph 42 Bentley British Racing Green.
Wu, who currently stars in US television series Into The Badlands, was one of the first to sign up for the squad. “I thought the squad thing was really a great idea, it’s something I’d never really seen before - to be part of a group, doing something together, and bringing Breitling into a new era. It was a cool idea to do it as a group and I like the fact that there are other squads too, really talented athletes, adventure people. They’re all amazing people in their own craft.”
Pitt, who last worked with Lindbergh over 20 years ago, also found the squad idea interesting, but was also quite intrigued by the historical brand’s reinvention. “The brand has been around for over a century and is now rebranding itself, and looking towards the future; refining and redefining itself, it’s an exciting thing to be a part of,” said Pitt.
The #squadonamission campaign is the first major rebranding exercise launched by Kern since he took over the helm of Breitling in July 2017.