Lacoste’s new campaign is a graphic design project masquerading as a music video. That’s not a bad thing at all. Fashion ads tend to be unfathomable dream-like fantasies. Sports brand ads tend to be sexy sports footage or sexy celebrity footage. This Lacoste ad stands out from both crowds.

The ad, ostensibly created to promote the Rio Olympics and Lacoste’s partnership with the CNOSF (FrenchNational Olympic and Sports Committee), gives Lacoste an edgier appeal than it has had before without sacrificing its classic style.

It also subtly positions Lacoste as the brand to be seen in at the Olympics.

It was directed and choreographed by I Could Never Be A Dancer. Its music is performed by French electro group, TheShoes.

Credits:

Agencies: BETC and BETC POP

Creative director: Antoine Choque

Music creative director: Christophe Caurret

Art director: Pascal Montcapjuzan

Assistant art director: Ulysse Tanguy

Copywriters: Valentine Gilbert & Romain Pergeaux

Traffic: Kemi Zinsou

TV producer: Laure Denizot

Account management: Marina Zuber, Maud Ferrandon, Angelique Chaulin, Isabelle Tardieu & Brune Faillot

Production Company: Psycho

Sound production: Gum

Director: I Could Never Be A Dancer

Client management: Amandine Morel & Sophie Bernard