Lacoste Announces A New Ad Campaign: A film called Timeless
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.
“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 ofthe season.”