The background is filled with clouds, portraying the harmony between the products and the brands claim of comfortable clothes and shoes.
The advertisement is well designed in terms of not showing any gender biases, it clearly shows men and women both wearing the brand and enjoying the experience. Hence, it is directed towards both male and female populations alike. The ad does not have any hidden messages about not getting old or not looking cool if you do not wear the brand etc. The only message that it tries to convey is the lifestyle and the comfort one gets from wearing Lacoste. It tries to convince people that wearing the brand will make them feel fresh, confident and energetic.
The ad strategy shows a slice of life lifestyle with young energetic people having fun and enjoying life as if they have been rejuvenated by fresh air. The brand has established itself as one of the high end brands in the apparel industry and its iconic green crocodile is a sign of quality, comfort and a fun loving lifestyle.
The ad when compared to other brands such as Dsquared2, does well in terms of showing gender biases. Dsquared2 shows a man sitting on the floor and wearing a suit. Thus, Lacoste ensures that it targets both its markets equally while Dsquared2 focuses on men. As a result there are no two variances of the same advertisement. Furthermore, Dsquared2 ad shows a calm and serious lifestyle with a formal setting while Lacoste shows trendy, outgoing and fun loving people.
The ad however has obvious hints of racism, as all five models shown are of white decent. When compared to other brands like United Colors of Benetton, who specifically show people of all races and types wearing the brand in the ad, Lacoste performs poorly. Another criticism that brand has faced is it that even if it enters foreign markets like India etc where there are colored people it