Lacoste's 'The Big Leap' Ad Highlights the Thrill of a First Kiss
Rahul Kalvapalle — April 9, 2014 — Marketing
Lacoste's 'The Big Leap' ad is an exciting and visually stunning ad that compares the nervous build-up to a first kiss with the act of jumping off a tall building. The ad was conceived by ad agency BETC Paris to highlight Lacoste's tagline, "Life is a beautiful sport," and manifests it in ways that Lacoste's target market would appreciate.
The ad features a man on a date, visibly nervous as he wonders whether or not to kiss his date. Shots of the anxious man are interspersed with shots of the same man in a different setting -- running across the roof of a building and preparing to jump off.
The shots are timed to perfectly compare the two thrilling scenes, and to capture and convey the man's emotions and the exciting nature of both sequences.
The ad features a man on a date, visibly nervous as he wonders whether or not to kiss his date. Shots of the anxious man are interspersed with shots of the same man in a different setting -- running across the roof of a building and preparing to jump off.
The shots are timed to perfectly compare the two thrilling scenes, and to capture and convey the man's emotions and the exciting nature of both sequences.
Trend Themes
1. Emotional Advertising - Opportunity for businesses to create emotionally resonant ads that captivate their target audience.
2. Comparative Storytelling - Opportunity to use visual storytelling techniques to compare different scenarios and evoke emotions in viewers.
3. Metaphorical Marketing - Opportunity to leverage metaphors to convey deeper meanings and connect with consumers on a subconscious level.
Industry Implications
1. Fashion - Opportunity for fashion brands to create visually stunning ads that evoke emotions and resonate with their target audience.
2. Entertainment - Opportunity for entertainment companies to use comparative storytelling techniques in their promotional campaigns to generate excitement and engage viewers.
3. Advertising - Opportunity for ad agencies to explore metaphors in their marketing strategies to create impactful and memorable campaigns.
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