When a brand like Lacoste commission their first ever promotional TV ad campaign, the agency that wins the brief can feel the pressure to create something that’s memorable, if not breathtaking.

BETC Paris was the agency lucky enough to be commissioned by Lacoste, and they’ve produced a spot which certainly takes the breath away. “Life is a Beautiful Sport” was first aired in France, carefully timed to coincide with the Sochi Winter Olympics. It features a gravity-defying track which, in my opinion, was one of the most ground-breaking releases of last year – Flume’s remix of ‘You and Me’ by Disclosure.

The ad employs a cinematic approach, drawing parallels between two of life’s most daring feats.

I’ll stop there to avoid spoiling it. Suffice to say, “Life is a Beautiful Sport” certainly makes an impact.