A dive toward that first kiss in the Lacoste campaign
We haven’t gone too far back for this week’s #TBT, in fact, just a quick hop to 2014 about the ‘The Big Leap’ advert of the Lacoste campaign.
We were prompted to dig out this old spot to relive its hypnotic power and share it with you. The result of an excellent concept developed with a sublime aesthetic. Many elements came together to form this mini masterpiece, all skilfully executed: wonderful photography, a romantic story, dreamy metaphors, extremely realistic special effects and, of course, an emotional soundtrack.
It all began when Lacoste had to create an integrated advertising campaign during New York Fashion Week and the Sochi 2014 Winter Olympics, which the famous crocodile brand was involved in as official supplier of the French Olympic team kit.
The ‘The Big Leap’ advert was the heart of the ‘Life is a Beautiful Sport’ campaign which focused on the use of visual effects to connect sports performances with daily life.
We see a man overcome his fears to prove his love to the women before him. It is a dive into the unknown from an imposing building, a dive into a new relationship that will earn him that first kiss. It is a metaphorical leap where it is her response that closes the distance sand saves them both.
The images are eye-catching and the very feel of the advert is in harmony with track You & Me by British duo Disclosure, composed of brothers Guy and Howard Lawrence, with featured singer Eliza Doolittle and an excellent remix from Flume, pseudonym of young Australian DJ and producer Harley Edward Streten.
Did it leave you breathless?
The sound and visuals blend perfectly and the advert immerses us in the anxious palpitations of that first kiss. The Lacoste campaign hits the spot but even the video for the song, which probably started from less pretentious beginnings, brings out that same pathos.
The credits for the advert:
Agency: BETC Paris
Executive Creative Director: Rémi Babinet
Creative Director: Antoine Choque
Art Director: Damien Bellon, Gabrielle Attia
Copywriter: Gabrielle Attia, Damien Bellon
Agency Producer: David Green
Production Company: Wanda
Director: Seb Edwards
Producer: Patrick Barbier, Romain Cavagnac
Sound Production: Schmooze
Special effects VFX: MPC LDN
Soundtrack: Disclosure – “You & Me” ft Eliza Doolittle – Flume Remix / Universal Music Publishing
Strategic Planning: Clement Boisseau
Traffic Director: Michele Bertona