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.