Lacoste launches first ever TV ad campaign

Lacoste is bringing its first ever TV ad campaign to the UK in March as it looks to boost awareness of the fashion brand and communicate its heritage to a new audience.

Video: Lacoste’s first TV ad campaign, The Big Leap

The campaign, called “Life is a beautiful sport” was created by BETC Paris. The firm says it aims to show off Lacoste’s beginnings and quest for “authenticity, performance and elegance”, marrying sport with real life.

It first ad, “The Big Leap”, features French actor Paul Hamy and British model Anna Brewster and shows a man leaping off a building, meant as a metaphor for him overcoming his fears to tell a woman he loves her.

The film ends with the strapline “Life is a beautiful sport” and is supported by press, outdoor and digital ads showing men and women pictured towering above a city.

The ads are launching in France during the Winter Olympics before coming to the UK in March, with 30 and 60 second versions of the ad airing on TV and in cinemas.

Lacoste celebrated its 80th anniversary in 2012 with an online video that envisioned a future where its polo shirts contain futuristic technology. The fashion brand has around $2.4bn in annual sales and its products are sold in 114 countries.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here