WINNERS 2018

BETC award winner 80 years in the making

It is over 80 years since tennis legend Rene Lacoste created the polo shirt, and in this beautifully executed short film BETC, Paris shows us why this now ubiquitous garment is as ‘Timeless’ as ever.

The Cresta judges were clearly happy to travel through time with Lacoste. They awarded it three awards for cinema, direction and cinematography.

Using the well-worn technique of time jumps, a single train journey shows a love struck couple through the decades. From a meeting of eyes across a 1930s station platform to pushing through groups of 1940s nurses and soldiers, from chases along glamorous 1950’s carriages right up to the present day when the couple finally get to kiss, the whole film exudes a lavish - gratuitous even - nostalgia.

You simply can’t help being pulled along by the sheer vitality and romanticism of this Seb Edwards directed film.

Seb and his DOP Hoyte Van Hoytema were responsible for the other BETC/ Lacoste classic ‘The Big Leap’ back in 2014. That film, Lacoste’s first venture into TV and cinema, has been viewed over 60 million times online. So it was little surprise that the same team came together for this extravagant production.

From those small beginnings over 80 years ago, Lacoste has grown into a $2.15 billion business. And this film will be used worldwide in cinemas and on TV to further support growth.

Wherever you get to watch ‘Timeless’, one thing is clear. This kind of chic elegance can only have come from Paris.

For full agency and production credits and all Cresta 2018 Winners, click here.