These Lacoste ads for spring summer 2010 are impossibly happy in a pure, 1950s way: it looks like irony was not even considered as a plausible marketing angle.  The pitch had to be purely positive and aspirational.  In a way, it respects irony enough to leave it out of commerce.  It doesn’t sell out someone else’s joke conventions.  It gives humor the dignity of art, and it does so with its own uncompromising imagery.

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