CAM­PAIGN

La­coste An­nounces A New Ad Cam­paign: A film called Time­less

Business of Fashion - - Contents - -By Tanya Kr­ishna

La­coste, a fash­ion brand by ten­nis leg­end René La­coste,

re­leases its new cam­paign which em­pha­sises on brand

his­tory and sym­bol­ism.

La­coste, a fash­ion brand by ten­nis leg­end René La­coste in 1933, re­leased its new cam­paign ‘Time­less’ with an em­pha­sis on the his­tory of the 84-year-old shirt with the green croc­o­dile logo. The fash­ion pow­er­house with re­tail lo­ca­tions in 110 coun­tries and world­wide sales of $2.15 bil­lion, didn’t re­lease its first TV spot un­til 2014. The brand’s first cam­paign ‘The Big Leap’ which had in­tro­duced the tagline ‘Life is a Beau­ti­ful Sport’, was a su­perbly shot ro­mance that com­pared a first kiss to plung­ing from a skyscrap­per. ‘Time­less’, a short film from BETC Paris that spear­heads the cam­paign, fol­lows a love­struck cou­ple through the years, all in the space of a sin­gle train trip. “The idea and story be­hind the ‘Time­less’ cam­paign is a com­po­si­tion that is a tes­ta­ment to the brand’s time­less­ness. Over time, styles change but the polo t-shirt re­tains its time­less ele­gance. The brand has had a changeover be­tween the two cham­pi­ons, René La­coste and our new brand am­bas­sador, the new Croc­o­dile, No­vak Djokovic (ace in­ter­na­tional ten­nis player),” in­forms Ra­jesh Jain, MD & CEO, La­coste In­dia.

Di­rected by Seb Ed­wards, the epic cin­e­matic fresco is set in the 1930s where a man ex­pe­ri­ences love at first sight. He sets off on the trail of a mys­te­ri­ous woman, jump­ing on the train she is rid­ing. But as soon as he reaches the first car, he finds

him­self in the 1940s. De­ter­mined to find her, the hero be­gins a fran­tic quest that takes him through car­riages and eras, un­til he ul­ti­mately ar­rives in the present. The film cap­tures this rare, yet vi­tal, emo­tion with all the more grandeur and ro­mance as this “chase” takes place over eight decades, re­mind­ing us that life it­self is a beau­ti­ful sport.

The cou­ple, played by Damien Chapelle and Dor­cas Cop­pin, are seen in spec­tac­u­lar set­tings: a 1930s Parisian train sta­tion brought to life by 250 ex­tras, au­then­tic trains from each decade and out­stand­ing style fash­ioned by Made­line Fon­taine, nom­i­nated for an Os­car for Jackie. It is mag­ni­fied by a cin­e­matic sound­track by Max Richter that gives the viewer goose bumps as of the first sec­ond.

Talk­ing about the brand’s new col­lec­tion, Jain said, “At La­coste, our col­lec­tions are sports-in­spired. In the com­ing sea­son, the brand’s sport­ing DNA is at the heart of pieces that ex­plore ab­stract ge­om­e­try, like colour blocks or play­ful stripes, and ul­ti­mately find the sub­lime in the sim­ple. La­coste has de­vel­oped for No­vak Djokovic an epony­mous cloth­ing line to be worn on the court. These out­fits have been spe­cially de­signed to kit out the cham­pion dur­ing the Grand Slam’s tour­na­ments as well as dress him for the other tour­na­ments of the sea­son. The No­vak Djokovic col­lec­tion is a line of per­for­mance prod­ucts that fuse func­tion­al­ity with style.”

La­coste, a his­toric part­ner of the Roland-Gar­ros tour­na­ment for more than 45 years, un­veiled its new co-branded col­lec­tion to cel­e­brate the 2017 edi­tion of the French Open. Con­tem­po­rary and graphic, this col­lec­tion pro­poses cloth­ing for men, women and chil­dren which com­bines plea­sure, com­fort and moder­nity

The new brand video is catch­ing the at­ten­tion of the view­ers in an in­stant and mak­ing them feel alive. La­coste is re­ceiv­ing an over­whelm­ing re­sponse by the au­di­ence. Broad­cast around the world, the cam­paign will be shown on TV, online and out­door. The cam­paign is ac­com­pa­nied by dig­i­tal ads and bumpers.

–Ra­jesh Jain, MD & CEO, La­coste In­dia

“La­coste has de­vel­oped for No­vak Djokovic an epony­mous cloth­ing line to be worn on the court. These out­fits have been spe­cially de­signed to kit out the cham­pion dur­ing the Grand Slam’s tour­na­ments as well as dress him for the other tour­na­ments of

the sea­son.”

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