Lacoste gets cool
Strange but true, Lacoste is becoming (or coming back) as a cool brand, at least online, and/or at least for its latest website. The campaign was shot by Terry Richardson, and this is already a good start.
The website visuals look very familiar to me, with a strong mix of white, red and green. I like the way the collection is presented. I like the weird messages all around the screen. I like the music in the transitions among sections. I just don’t like the advergame, it looks like it has been forced into the site. It simply doesn’t fit.
Like the use of visuals. Totally agree that the game seems like it doesn’t belong.
I like the way video is used to promote the clothing. It gives it much more power and karakter than a picture would!
Megalo(s) have done a decent work, but not really original: they just took what’s “trendy”, and mix it in a campaign: advergame guitarhero like, slowmotion, yuksek music, iphone…
My main problem is more about Lacoste brand strategy. In France,Lacoste had, few years ago, a really bad reputation, and dressed mostly in the ‘ghettos’by creating jogging, etc…
Now they seemed to target white elite (no black or minority in the video…). Where is the coherence??