This spot, from French ad agency BETC, part of EURO RSCG, leaves me speechless. In my humble opinion it’s one of the best TV spots of the past decade. Beautifully shot by Seb Edwards and produced by Wanda, it takes hold of you from the opening frame and captivates to the end. And no matter how many times I watch it, that never wanes.

Creatively, the act of taking a running leap as metaphor for a first attempted kiss (an act requiring confidence and courage) is both universal and utterly powerful in the depth of the execution. Every detail is flawless, right down to the subtle yet thundering expressions offered by the actors. It’s simply mesmerizing. If I had done this spot, I’d consider retiring because I don’t think I could ever top it. 

If it’s true that clients get the work they deserve — and by that I mean the kind of work they demand from their agencies — I applaud Lacoste for being the kind of client that encourages, believes in, and ultimately benefits from this kind of advertising. It is a powerful example of the difference creativity and artistry can make in a 1 minute sales pitch.

Perhaps the rarity with which this occurs explains, at least partially, why this spot seems so remarkable. Of course there are all kinds of reasons for that, not all of which can be laid at the feet of clients. Our industry does have a fair amount of creative impotence, in spite of our self-professed “thinking outside the box” mantra. So, when I see a spot like “Life is a Beautiful Sport,” my first reaction is to think how lucky the creative team is to have successfully navigated the various mine fields — and they’re always there — designed to systematically kill it. This is immediately followed by my second thought: “I wish I had done that.” But the third, yet most important thing that crosses my mind is, “What a great client.” Because, like the first kiss, buying this kind of work is an act requiring both confidence and courage, and without which good work cannot happen.