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A break-up breaks up the world in Lacoste ‘Crocodile Inside’ campaign

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Lacoste has broken up with convention in its new ad campaign where it shows a couple’s anger and passion dismantle the world around them as they argue.

‘Crocodile Inside’ marks the brand’s 85th anniversary with a bold film from BETC reminiscent of the world-folding visuals in Christopher Nolan’s Inception. After a warring couple is reunited, the spot is signed Life is a Beautiful Sport.

The brand said the creative “emphasises the brand's fundamental values: tenacity, freedom of the mind and of movement, and creativity”. It said this film is less “idealised and romanticised” than its previous two films featuring couples, scored by L’Hymne à l’amour by Edith Piaf.

The wider campaign is promoted by Lacoste ambassadors including Novak Djokovic, Chloé Sevigny, A$AP Nast, Alton Mason, Moha La Squale, Rod Paradot, Serena Motola, Noah Becker, Salif Gueye, Ebonee Davis, Sang Woo, Jamie Bochertt, and Clara 3000. Each urge viewers to release the ‘Crocodile Inside’.

Last year, Lacoste and BETC Paris put their weight behind a campaign to save the world’s most endangered species– by replacing its iconic crocodile logo in favour of a menagerie of 10 critters that are threatened by extinction. The work swept numerous Cannes Lions and Clio awards. 

Vote for the campaign in The Drum's Creative Works. 

: 'Crocodile Inside'

Agency:
Client:
Date: May 2019
After celebrating its 85th anniversary by recalling the timeless elegance of Lacoste style with the Timeless campaign, the French brand reveals its new advertising campaign, Crocodile Inside.
Dreamed up by BETC and signed Life is a Beautiful Sport, this campaign which consists of a film and a series of outdoor visuals, emphasises the brand's fundamental values: tenacity, freedom of the mind and of movement, and creativity. The Lacoste elegance exceeds a purely stylistic dimension; it is a way of life: being elegant in every situation, even in adversity, is the challenge the brand has chosen to highlight.
Crocodile Inside – New Lacoste brand film
The new brand film is central to the campaign. Like in the two previous Lacoste productions, the film features a couple. However this time the love story is less idealized and romanticised. On the contrary, the film takes its departure in a fight and we see a couple on the verge of tearing itself apart. Words that can’t be taken back are said and a metaphoric gap is created between the man and the woman. As their home and the entire building collapses and crumbles into pieces around them, they suddenly realize that they have gone too far, and they take a brave leap back towards each other. The scene is intensified by the spectacular stunts and décor, in a powerful illustration of their desperate fight to not give up on one another and their values.
Credits:
 
 
 
BETC
Tags: World
 
 
 
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