CR Blog

Eurostar ads in tribute to British Olympians

Advertising

Posted by Creative Review, 7 June 2012, 10:50    Permalink    Comments (10)

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)?

 

Credits:
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 (laura.mcqueen@centaur.co.uk) 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.

10 Comments

Love the new campaign.

And the fact that Britain won more medals in Beijing adds to the value for me – it's making fun of well known British stereotypes, rather than having an actual dig.
Marc Atkinson
2012-06-07 12:49:48


What a bunch of goose-bothering, onion-sniffing, frog-eating bastards. How dare they stereotype us like that?
Ed
2012-06-07 13:06:08


Tres Bon! Good to see the French see a good idea through instead of chomping on their croissants saying, "haw he haw he haw"
Jon Sant
2012-06-07 13:39:50


we could do some french themed statues with shaven headed collaborators selling themselves for onions.
domino
2012-06-07 16:57:44


Being French myself, I can picture the french on the street of Paris commenting on those ads... I am afraid that s what the French do best. And they love it... They certainly lack the brit sense of humor.
faycal
2012-06-07 17:27:36


"The images of classical statues featured in the ads play to French stereotypes of the beer-swilling Brit."...with tiny penis
Dave
2012-06-07 17:40:57


Hate them! And given that we won 19 gold medals at the Beijing Olympics to France's meagre 7, I think they've got a bloody cheek! Mind you just to perpetuate the national stereotyping, as they hardly ever wash it probably explains why our athletes run so much quicker in order to get away from them!
David
2012-06-08 08:49:40


I would love to see someone do some similar ads but turning the tables and portraying the well known french stereotypes/ cliches (snails, surrendering, johnny hallyday) - but then they will probably get upset and moan.
what would theres be?
for the statues - boules? playing tabletop football? smoking?
for the notes...well french pop culture has never been international...i hate mister bean, but the film has outgrossed many french blockbusters, so they havent even got anything to go up against that. French comedy? there isnt anyone known outside of france. perhaps put sarkozy on it?
for the food...perhaps comment on snobby waiters ripping of tourists? floppy croque monsieur or overpriced steak hache aka a burger...or duck pate, frogs leg, cheval and snails.
as for the last bleeding image...perhaps have a young immigrant beaten by the police in a riot?

see how funny stereotypes are!
a
2012-06-08 11:53:20


As for police beatings we don't have a leg to stand on either on that front.
Dave
2012-06-08 15:01:22


Would be brilliant if it weren't for the fact that the statues are far too thin to represent the average Brit chav,

Have to laugh at Brits, 19 Golds won by a few athletes suddenly becomes 'we' won 19 golds....err no people who conicidentally share nationality with other Brits does not allow our chubby chavs to share the glory.

How many of our golds were in 'sitting down' sports ?

to emphasise the difference, compare the stock at JD Sports or JBB with Decathlon. The Brit shops sell oversize leisurewear for people who don't do sport, whilst Decathlon sells sports equipment to people who participate in sport.
Dave Morrison
2012-06-13 20:19:31


Tell us what you think

What happens with my feedback?

We no longer require you to register and have a password in order to comment, simply fill in the form below. All comments are moderated so you may experience a short delay before your comment appears. CR encourages comments to be short and to the point. As a general rule, they should not run longer than the original post. Comments should show a courteous regard for the presence of other voices in the discussion. We reserve the right to edit or delete comments that do not adhere to this standard.

Get the RSS Feed
NULL