BETC shows less can be good too – even if it’s less of your brilliant Lacoste ad

BETC Paris’ new campaign – ‘Crocodile Inside’ – for Lacoste is an epic 90-second production, even by BETC’s standards.

Suddenly though it’s all over British TV – in 30 seconds. What’s this, a brutal media agency shoehorning it into one of those dreaded “touchpoint” media plans?

But actually it works brilliantly.

Making most of the other stuff around look decidedly second-best. Clever BETC.