Success. It's a mind game.

This week’s selection for The Pure Slogan of The Week Tag Heuer’s classic 1995 campaign “Success. It’s a mind game.”

It’s not often that a luxury brand advertises with a slogan that could be translated into everyday career and life advice. It’s a trend that Tag Heuer have maintained with more recent slogans, such as the current “Don’t crack under pressure.”

The 1995 campaign won 15 of the most prestigious advertising awards in the world, and started a tradition of using sports stars in a way that was accessible.

The best bit about the slogan – it makes you think that you too can achieve the levels of success enjoyed by the celebrities sporting Tag Heuer timepieces.