Lacoste is launching a new ad campaign in January as part of a larger mission to revamp its marketing strategy, which has featured the same tagline, “Un Peu d’Air Sur Terre,” for five years (the English translation: “A Bit of Air on Earth”). Mert Alas and Marcus Piggot shot the new ads, which feature the phrase “Unconventional Chic” and depict models Anja Rubik, Liya Kebede, Jon Kortajarena, and Noah Mills posing joyfully with white Lacoste polo shirts worn over fancy black eveningwear.
Lacoste CEO Christophe Chenut explains, “We’re showing that you can be chic in a different way, not just when you are dressed up for a party or for the office,” which apparently means that you should look like you’re going to a cocktail party and got sidetracked by a tennis match. The ads will drop online and in print in January, ushering in the label’s next era under new creative director Felipe Oliveira Baptista, who replaced Christophe Lemaire in September.
Lacoste Launches ‘Unconventional Chic’ Spring 2011 Ad Campaign [StyleList]