Fashion advertising is full of “beautiful people”. Most brands want to show off their clothes on ideal versions of their target market. But the Lacoste crocodile has transcended time, style and genre since 1933. It considers its target market to be limitless and its defining feature to be that it is worn by people from all walks of life, each sporting the crocodile in their own way.

It’s also a brave brand. When BETC came up with a rebellious idea for its new campaign, Lacoste ran with it. The new campaign reveals the moment when two very different people meet by chance and discover that they have something in common, a piece of clothing bearing the Lacoste crocodile. The came aims to create an emotional bond with the brand. Those sweet, funny encounters trigger smiles, eye contact and camaraderie.

To reinforce the authenticity of these encounters, the protagonists are largely embodied by a street casting of people who had never modelled before and took on this role for one day, with spontaneity and freshness.

Irish photographer, Ronan Gallagher, captured the spontaneous moments in stills. Laure Atanasyan brought the same humour and lightness to the campaign film.

The music of The Sugarhill Gang – Apache, a band that fuses instrumental rock, country & western and hip-hop, reinforces this idea.

The campaign is running on billboards, TV and in social media.

Credits:

Client: Lacoste
Client Team: Catherine Spindler, Nathalie Beguignot, Julien Scheubel, Mylene Atlan & Caroline Geraud

Ad Agency: BETC
Executive Creative Director: Florence Bellisson 
Art Director: Agnes Cavard
Copywriter: Antoine Gauquelin 
Assistant Art Director: Joachim Touitou
Account Management: Gaelle Gicqueau, Fanny Buisseret, Suzy Morin & Theophile Geslain
Traffic Manager: Letizia Felici
Art Buyer: Isabelle Mocq
Creative Music Supervisor: Adam Ghoubali
Music Supervisor: Seril Farran
TV Producer: Caroline Bouillet
Production Company: Kitten
Director: Laure Atanasyan
Sound Company: Gum
Photographer: Ronan Gallagher