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
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