An Epic Fight Between a Warring Couple Makes for Powerful New Ad from Lacoste

    By Katerin Pantaleon - May 22, 2019
    An Epic Fight Between a Warring Couple Makes for Powerful New Ad from Lacoste

    Lacoste has launched a powerful new campaign film created by BETC Paris featuring a love story that is anything but idealized and romanticized and instead shows between a couple on the verge of tearing their relationship apart.

    And the whole world around them as well.

    The creative theme is dramatically demonstrated as their home and the entire building splits apart and then crumbles into pieces around them – leading them both to realize that they have gone too far.

    The spot is anchored in the powerful song L’Hymne à l’amour by Edith Piaf and stars Oulaya Amamra and Kevin Azaïs under the direction of MEGAFORCE, a young French director’s collective.

    A wider campaign is additionally being 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’.


    Client: Lacoste
    Client Management: Sandrine Conseiller, Amandine Morel, Mylène Atlan, Amandine Delcour

    Agency: BETC

    Agency Management: Bertille Toledano, Gaëlle Gicqueau, Fanny Buisseret
    Executive Creative DIrector: Rémi Babinet
    Creative Directors: Aurélie Scalabre, Olivier Aumard, Damien Bellon
    Art Director: Aurélie Scalabre
    Copywriter: Olivier Aumard
    Assistant Art Director: Jessica Fecteau
    Music Creative Director: Christophe Caurret
    Strategic Planning: Philippe Martin-Davies

    Internal Production / General Pop
    Fabrice Brovelli
    Karim Naceur
    Slim Trabelsi

    External Production / Iconoclast
    Charlotte Marmion

    Directors: Megaforce

    Sound Production: Iconoclast Publishing

    Music: L’Hymne à l’amour, Edith Piaf

    Head Of Media: Havas Media international

    Last year, Lacoste and BETC Paris replaced the brand’s iconic crocodile logo with 10 different animals that are threatened by extinction. The work was widely awarded.

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