LACOSTE | CROCODILE INSIDE | 2020
Even if the world falls apart, she leaps over it / LACOSTE "CROCODILE INSIDE"
Two people are fighting. Their words get so fierce that the building actually splits in two. In the end, she leaps over the rubble to come back to him. Honestly, this feels like a movie.
The problem
This film was made for LACOSTE's 85th anniversary, under the brand philosophy "Life is a Beautiful Sport," which champions tenacity, freedom and creativity. The previous two films in the series portrayed an ideal couple, but this one dares to start with a fight instead. It's an attempt to show elegance not as surface style, but as a way of living that doesn't crumble even in adversity.
The insight
The creative team believed that, in a world that had just been through a pandemic, showing a couple's argument—and their refusal to give up on each other anyway—would feel real to people. Even as things seem to be falling apart, one of them realizes they've gone too far and leaps back. That single moment of choice captures everything LACOSTE means by "tenacity."
The idea
For the scene where the room splits in two, they built an actual physical set on wheels and had 20 people move it by hand. In the script, the man was originally supposed to be the one who jumps, but the director team changed it so that she jumps instead—and the client approved the change on the spot. That decision makes the film. There's no narration, just a song by Edith Piaf playing throughout.
What happened
The film won the Grand Prix in the Film category at Cannes Lions 2020. It was reportedly the first time in 30 years that a French ad had won this award.
Afterthought
In the end, this whole film rests everything on that single moment of jumping. I think elegance isn't about looking beautiful—it's about choosing, again and again, to leap toward the person you love, even amid the wreckage.
Awards
- Cannes Lions Grand Prix 2020
