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.