An epic new brand film from sportswear and athleisure retailer Lacoste sees a couple on the verge of breaking up and their argument seems to literally tear their world apart as their home collapses around them before they eventually come back together again.
The campaign, which was created by agency BETC Paris, carries the tagline ‘Life Is A Beautiful Sport’ and all of its multi-platform creative revolve around the idea of love.
The aim of the creative is to promote a more real vision of love and elegance: one that can be put to the test of life.
As well as the long-form version,
the video also comes in a 30-second spot television version.
The French sport and fashion brand’s hero film, which was helmed by directorial collective Megaforce, is set to the Edith Piaf song “L’Hymne à l’amour”.
As well as the lead video, the initiative also includes a series of print ads shot by Oliver Hadlee Pearch in which three silhouettes – one of tennis star Novak Djokovic, another of model Selah Marley and the third of dancer Leo Walk – all move against the wind to make progress despite difficulty.
The creative is all themed about the intensity of love: from the first kiss to romance through the ages – and
Comment:
There is an intensity to the campaign: one which follows on from the brand’s two previous films about people falling in love, but which takes a less idealised view of romance.
Sportswear has never looked quite so alluring.
It is rare that we mention the actors in a piece of sports marketing, by Oulaya Amamra and Kevin Azaïs genuinely bring some real intensity and passion to the spot.
We love the VFX too.
Its Lacoste’s most striking work since its award-winning ‘Save Our Species’ wildlife conservation initiative,
which it is revising this year.
From awareness to action. Coming soon… #LacosteSaveOurSpecies #Lacoste @IUCN pic.twitter.com/pzQJP4TSYD
— LACOSTE (@LACOSTE) May 17, 2019
For the second year in a row, theis leaving its spot to ten threatened species. Join #LacosteSaveOurSpecies on May 22nd. Find out more: https://t.co/Ic6YrEKpIX #Lacoste @IUCN @SpeciesSavers pic.twitter.com/NB0lq0hBJD
— LACOSTE (@LACOSTE) May 20, 2019
Links:
Lacoste
https://www.youtube.com/user/lacosteofficial
https://www.facebook.com/Lacoste
https://www.instagram.com/lacoste/
BETC
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