European watch giant Festina has signed Hollywood tough guy Gerard Butler as its new brand ambassador.
Butler will have a starring role in the brand’s new lifestyle-orientated campaign, Time to Live, which will follow the actor during 24 hours in his life and will launch at Baselworld.
It is thought that Festina is now seeking to marketing itself with greater emphasis on lifestyle after the Tour de France signed a new sponsorship deal with Tissot, ending Festina’s 25-year association with the event.
According to Butler participating in this campaign “has been a great experience. Recording in Hollywood, Los Angeles with the amazing Festina staff has been very rewarding. It allowed me also to get closer to the watch-making world, one of my passions”.
He also shares some of the campaign scenes with Denny Méndez, actress and former Miss Italy.
The campaign, produced by the photographer Sinisha Nisevic, was filmed at different locations in Los Angeles over a two day period.
Miguel Rodríguez, owner of the Festina Group, said: “It was a great honor to be able to work with Gerard Butler for this campaign. His profile fits perfectly with our brand. To work with him was really easy, apart from being really professional he is also a great person”.