Lanson: The Perfect Start...And Stop

The escalators in the Underground (a.k.a Tube) system in London, England are steep ascents and descents from one stop to the next. While the queue from each station is normally long, during rush hour it can be especially difficult to actually rush anywhere.

However, this proves a perfect time to look at one's surroundings when people-watching becomes tiresome. Luckily, the walls on either side of the escalators usually include a line of advertisements (adverts, to those native to the United Kingdom) nicely framed in increments following the way of travel.

The following advertisement struck me as particularly clever and fitting for the culture--especially coming from a term where, through my Advertising lens, I learned about globalization of ads that appeal to local cultures.

It's a simple ad for Lanson Champagne, which has been around since 1760. The brand's motto, "The Perfect Start," is the largest copy and the bulk of the ad is design. The recognizable shape of the champagne bottle is centered on the grass of a tennis court and a tennis ball surface covers the bottle instead of its usual monochromatic appearance.

This is deliberate and timely.

Wimbledon, the world famous and historical tennis tournament, is currently in the midst of its excitement. Hence, the tennis theme of this ad. Not only is it culturally appropriate for a country (and, rather, a group of countries) with a love for tennis, but the copy, design, and partnership with Wimbledon is simply and tastefully done. It grabs my attention and keeps me interested with nuances such as "The Perfect Start," which is their motto but also an allusion to sporting or event terminology. It also uses a culture's already-established relationship with tennis and this champagne company to reflect brand meaning onto both.

In all, my trip via Tube was less dull after finding this advertisement and reflecting upon it. Lanson may be the perfect start for a consumer's event, but it was also the perfect stop for this aspiring advertiser's commute in London.