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Lacoste “The Big Leap”; BETC Paris

It’s all change in London for BETC, but no call for concern in the Paris office which is brimming with confidence by the looks of it.

Paraphrasing Howard Gossage, ‘People don’t watch ads, they watch what interests them. Sometimes, that’s an ad’. This is big brand advertising, and it is interesting.

It takes a universal narrative – the fear associated with making the ‘first move’ and puts it in a proverbial blender – but the real beauty of the ad is in it’s filmic quality and energy. BETC bring the brand alive with an insight centred on vulnerability which allows the brand to feel approachable for a fashion brand and doesn’t put itself out of touch (which other fashion marques definitely manage to master).

The print work is also just as arresting, and simply, cool.

Another take on bringing this ad to life was given by @Alan_Grove juxtaposition between this and Aspiration Partners pale attempt at an imitation of Apple greatness.

Agency: BETC Paris

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This entry was posted on February 19, 2014 by in Uncategorized.

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