Disgruntled Los Angeles Lakers guard Jeremy Lin stars in a strange ad for Tag Heuer that looks inadvertently designed to show the world it’s time for the Apple Watch! The 2:19 spot seems to strive for a futuristic feel–in moody darkness, Lin communicates with tennis great Maria Sharapova and soccer star Cristiano Ronaldo through a giant touchscreen device. But the effect makes it seem Lin is starring in a futuristic commercial from 1985 or so, circa Marty McFly in Back To the Future. You half expect Lin to drive off in a DeLorean.
Shooting tennis balls at the hoop–as instructed by Sharapova–proves tough for Lin. But the basketball hero is clearly adept at soccer, and he looks genuinely happy to prove his mettle to Cristiano Ronaldo. The idea is to welcome Lin into the Tag Heuer family. Jean-Claude Biver, TAG Heuer CEO, personally welcomes Lin in the ad. But nobody talks very much about the watch. It’s a beautiful timepeice–the Jeremy Lin Special Edition Aquaracer–but all it does is tell time. The clock may be ticking on that kind of device–even if you try to throw it back to 1985.