I just saw the latest round of Lacoste advertising and I am beyond excited. The ‘short film’ shows the potential future of the Lacoste polo – one which changes colour at the swipe of a logo and changes shape at the pinch of a shoulder. I know this is all future fantasy land, but how cool would it be if it were possible?
In terms of advertising it is a fantastically clever move. The world is falling apart at the moment and if journalists are to be believed it will not get better any time soon. So what is an international brand to do?
Well, instead of advertising the same unchanged and overpriced polo you imagine what it might become. Some of this magic is then transferred to the current offering = sales. You also then get people paying for the potential future of Lacoste = sales. And you will inevitably get stupid people buying a polo that they think will change colour at the touch of a crocodile = sales.