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.

The ads don’t preach or suggest that they’re reflecting your life.  There’s no knowing wink, no cultural references, no overbearing narrative.  They’re just the brand’s expression.  I find that approach refreshing.

This campaign aside, it’s not like Lacoste lacks a sense of humor.  The label launched a self-paroding collaboration with Brazilian artists Fernando and Humberto Campana:

The shirts, produced in a limited edition of 125 pieces, are hand made at the Coopa Roca women’s co-op in Brazil and retail for $2900 at moss.

credits
Advertising Agency: BETC Luxe, France
Managing director: Claus Lindorff
Client director: Anne-Laure Pilet
Creative director: Safia Bouyahia
Artistic director: Yuki Kani
Photographer: Ellen von Unwerth
Retoucher: DTouch Paris

Ads via Ads of the World, shirt via BlackBook

Tags: advertising, Fashion/Design, Lacoste, SS2010