There's nothing more daunting than leaning over a table to kiss someone

From the first tentative touch of her hand, to the decision to stand up and lean over the cafe table, French fashion brand Lacoste has summoned the intensity of a couple's first kiss for its first ever TV ad.

Lacoste: first TV ad
Lacoste: first TV ad

His thoughts and feelings are embodied in a parallel scene, showing him in freefall after leaping from a building. First he prepares by gathering speed as he runs across the roof of a skyscraper before taking a leap of faith over the edge of the building, and into the unknown.

Brand: Lacoste

Agency: BETC Paris

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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