The Ad That Works Without a Ball

Inside Lacoste’s “Invisible Match”

Author

Javier García
November 16, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

Sponsored Section

WhatsApp Business Calls, Now in Synthflow

Billions of customers already use WhatsApp to reach businesses they trust. But here’s the gap: 65% still prefer voice for urgent issues, while 40% of calls go unanswered — costing $100–$200 in lost revenue each time. That’s trust and revenue walking out the door.

With Synthflow, Voice AI Agents can now answer WhatsApp calls directly, combining support, booking, routing, and follow-ups in one conversation.

It’s not just answering calls — it’s protecting revenue and trust where your customers already are.

One channel, zero missed calls.

Best Ad of the Week

Lacoste – “The Invisible Match” (2025 Global Campaign)

Lacoste’s “The Invisible Match” reframes the brand’s tennis heritage through a clever visual idea. The ad shows two players on a court, rallying intensely—except the ball is never shown. Viewers only hear the sound and watch the athletes react instinctively, lunging, sliding, anticipating the unseen. The rally grows faster, the tension sharper, until the final shot cuts to a close-up of Lacoste’s crocodile logo with the line: “Style you can feel.”

Key marketing lessons
• Focus on sensation, not product: Removing the ball forces attention onto movement, sound and emotion. The brand sells the feeling of performance, not the clothes themselves.
• Heritage through subtlety: Without mentioning tennis once, Lacoste reinforces its origins through atmosphere and instinctive motion.
• Creativity through absence: What you don’t show can be more engaging than what you do. Viewers fill the gap, making the ad more memorable.
• Premium tone without pretension: Clean visuals and restrained pacing elevate the brand while staying accessible.
• Product proof in behavior: The clothes’ flexibility and elegance are demonstrated naturally through the athletes’ movements, not highlighted directly.

Sponsored Section

With KeepCart or Without It — See the Margin Difference

Every checkout leak costs you. KeepCart shows exactly how coupon extensions quietly shrink your revenue — and how blocking them can recover hundreds per order. Your profit margin deserves a before-and-after moment.

Top brands like Bucketlisters and Quince have already seen the difference.

Weekly Tip

Clarity Starts With the First Line

If the opening line isn’t clear, the rest won’t matter. Make your point obvious from the start.

• Avoid vague hooks that hide the message
• State the benefit or idea in plain language
• Use the first line to set expectations for what follows

A sharp opening earns the right to be read.

Weekly Challenge

One-Take Reel

This week, practice showing up authentically with minimal editing:

• Record one reel in a single take using your phone’s front camera
• Keep it under 30 seconds and share one clear tip or insight
• Post it as-is without cuts, captions only for clarity
• Track whether the unpolished style boosts comments or retention

One-take videos build trust and show your audience the real you.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

How was today's post?

Login or Subscribe to participate in polls.

Reply

or to participate.