Creativity

A Polo Shirt Is Always in Fashion in Lacoste's Time Travel Love Story

A Train Serves as Backdrop for Another Visual Feast From BETC and Seb Edwards

By Alexandra Jardine. Published on May 30, 2017

Editor's Pick

Lacoste's latest epic fashion ad starts with two strangers locking eyes on a station platform -- but this is no straightforward "Brief Encounter."

Instead, the spot, by BETC, is a visual feast of time travel, whirling us through different decades and fashions as it shows the couple trying to reach each other on the crowded train. While the woman's transforming look signifies the changing era -- from '40s glamour up until the present day -- the man is always dressed the same, in a polo shirt and cricket sweater, reflecting the "timeless" look of the sporty French label.

The film follows Lacoste's 2014 spot, "The Big Leap," which introduced the tagline "Life Is a Beautiful Sport" for the brand and which won several awards including the Film Craft Grand Prix at Eurobest. It's beautifully crafted by the same director and DOP, Seb Edwards and Hoyte Van Hoytema, via Wanda/Academy.

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About

Credits

Date
May 30, 2017
Agency:
BETC Paris
Client:
Lacoste
President:
Remi Babinet
Founder:
Remi Babinet
Executive Creative Director:
Remi Babinet
Director:
Seb Edwards
Creative Director:
Antoine Choque
Art Director:
Aurelie Scalabre
Copywriter:
Olivier Aumard
Production Company:
Wanda/Academy
Vice President:
Fabrice Brovelli
Head of Production:
Fabrice Brovelli
Agency TV Producer:
Fabrice Brovelli
Director of Photography:
Hoyte van Hoytema
1st Assistant Director:
Tirso Diaz
Chairman:
Patrick Barbier
Executive Producer:
Helene Segol
Line Producer:
Alexia Levy
Production Coordinator:
Aurelie Mention
Head of Post Production:
Olivier Glandais
Post Producer:
Laurent Seigneur
Costume Designer:
Madeline Fontaine
Costume Supervisor:
Marie Fremont
Set Designer:
Richard Bridgland
Wigmaker:
Guilaine Tortereau
The Woman:
Dorka Coppin
The Man:
Damien Chapelle
VFX:
Mikros Image
VFX Supervisor:
Stephane Allender
VFx Producer:
Christophe Huchet
VFx Producer:
Xavier Questel
Editorial:
Whitehouse Post
Editor:
Russell Icke
Executive Producer:
Chris Allen
Color:
MPC
Colorist:
Jean-Clement Soret

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