French ad agency Leg has created a cheeky Olympic campaign for Eurostar featuring Greek-style statues of what it presumably sees as typical British athletic heroes – playing darts and snooker
The images of classical statues featured in the ads play to French stereotypes of the beer-swilling Brit.
Leg has a history of such cultural joshing in its Eurostar work, with previous campaigns featuring British gifts to the world like Mr Bean
The promise of great food (the headline roughly translates as “Just near here”)
Or the promise of a memorable encounter with the locals (the headline literally translates roughly as “London on a blow to the head” but also means “London on a whim”)
Would it be to churlish to point out that, at the Beijing Olympics, the UK won 47 medals (including 19 golds) to France’s 41 (just 7 golds)?
Advertising agency: Leg agency
Creative director: Gabriel Gaultier
Conceptor: Stéphane Richard, Virgile Lassalle
Copywriter: Virgile Lassalle
Art director: Stéphane Richard, Caroline Lorin
Photographer: Paul Murphy
CGI & retouching: Recom Farmhouse
Art Buyer: Pia Schneider
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
CR in Print
The June issue of Creative Review features an interview with the editors of new book Pretty Ugly: Visual Rebellion in Graphic Design. Plus a profile on multi-award-winning director Johnny Kelly, a look at the latest techniques in movie marketing, the mission to cross CGI’s Uncanny Valley, a review of the Barbican’s Bauhaus show, logos by artists and much more. Plus, in Monograph this month, we look behind the scenes at the making of an amazing installation for Guinness, carved from solid wood.
Please note, CR is no longer stocked in WH Smith high street stores (although it can still be found in WH Smith travel branches at stations and airports). If you cannot find a copy of CR in your town, your independent newsagent can order it for you or you can search for your nearest stockist here. Alternatively, email Laura McQueen (firstname.lastname@example.org) or call her on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.