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
May 30, 2017
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.