Turning precious advertising seconds into a moment of solid storytelling is actually much more difficult than it sounds. The challenge doesn’t just lie with the creation of the story itself, but figuring out how to balance narrative and product placement organically so that neither element feels forced—again, a tough ask when the product’s visibility is so integral to effective marketing.
Or is it?
Some of the most distinctive creative moments in advertising have come from brands who instinctively knew when to get out of their own way to allow a breathtaking story to take shape.
Lacoste is the most recent example of a brand who let the story—not their product—drive the incredible narrative. For their newest “Crocodile Inside” campaign, the French clothier and agency BETC released a gorgeous short film that centers on an arguing couple.
As they fight passionately, their world literally crumbles at their feet as the building begins to split open in a way that rivals even the most cinematic of natural disaster films. The inherent theatrics of the scene are only heightened by Edith Piaf’s “L’Hymne à l’amour” as the chanteuse lilts with every crack of the foundation and swells as the young lovers leap into each other’s arms amid the chaos. With a tagline that reads “life is a beautiful sport,” the confidence of a brand that is equipped to face any challenging circumstance rises from the metaphorical rubble.
Directed by French collective Megaforce, “Crocodile Inside” moves with such captivating intensity that any move to pivot to a more traditional branded shot would have felt almost inappropriate. Relying on the visual story—any dialogue is masked by Piaf, which is always a solid choice—to carry the weight of the marketing is intelligent, and a tactic that is largely afforded to established names like Lacoste, which has been around since 1933. An emerging label might not have the luxury of such subtlety (or a robust film budget), but here’s hoping that they still feel inspired to share a human moment that is bigger than the product.
Client Management: Sandrine Conseiller, Amandine Morel, Mylène Atlan, Amandine Delcour
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
External Production / Iconoclast
Sound Production: Iconoclast Publishing
Music: L’Hymne à l’amour, Edith Piaf
Head Of Media: Havas Media international