To celebrate Lacoste’s 75th birthday, the company created “Future,” an advert and website that imagines how the game of tennis might be played 75 years from now. Too bad the ad simply jumps on the bandwagon of Nike and Adidas, who pioneered and then institutionalized the whitewashed, ultra-minimalist “future of sports” look long agp. This, I think, is a step backwards, not forwards, for a brand with strong momentum built on its unique history, not some homogenized future.
In terms of craft, it’s a pretty spot, but it’s all been done before by Joseph Kosinski and METAphrenie (among many others). I don’t mean to crap on the work; the studio behind this (Akama with production from Wanda) did an admirable job. I’m just a little disappointed in Lacoste and/or their agency for caving in to their market’s clichés.
Tip and original video source: Fubiz
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