In light of their new partnership with Novak Djokovic, Lacoste has released a new advertising campaign entitled “Life is a beautiful sport since 1933”.
As the new face of the brand, Novak Djokovic is at the centre of the print campaign shot by photographer Jacob Sutton. The visuals combine a 1930s black and white aesthetic with the present-day collections’ colors. A composition that is a testament to the brand’s timelessness.
Tying into this whole idea that Lacoste is a timeless brand, the campaign also comprises of a mini brand film aptly called “Timeless”.
The advert, which is really quite good, is basically every hopeless romantic’s dream: man meets woman, man falls madly in love with said woman, and the rest is history. Literally. The bloke sets off on the trail of wooing the mysterious woman he’s just met by jumping on the train she’s riding (endearing, huh?) and seemingly discovers the secrets of time travel along the way. It also includes that really good song from HBO’s ‘The Leftovers’.
Starting off in the 1930s and ending with the present day, the advert works alongside the Novak Djokovic campaign to reinforce the notion that styles may change but the Lacoste polo will always retain its timeless elegance.
