Ray-Ban has launched its first global advertising campaign more
than a year after parting company with Bartle Bogle Hegarty and handing
its account to Bozell Worldwide.
A new 30-second commercial spearheads the offensive. This introduces a
band of hip young vampires who gather on a beach after a hard night’s
partying in order to watch the sun rise. One of the group forgets his
Ray-Bans and spontaneously self-combusts once the sun comes up.
Designed to demonstrate both the protective qualities and fashionability
of Ray-Ban, the film will target trend-setting young people by appearing
in late-night programming on ITV, Channel 4 and satellite TV.
It breaks in the cinema and on TV in the second week of April.
At the same time, three different print executions will appear in April
issues of the style press. One continues the vampire theme to emphasise
Ray-Bans anti-glare properties, while another highlights some of the 30
new models to be introduced this spring. A third draws attention to the
scratch-resistant properties of the glasses. The tagline, ’Definitely
Ray-Ban’, runs through all the ads.
Media on the campaign has been handled by BBH’s media dependant, Motive,
which retained the business when the creative account moved to
Bozell.
The advertising was developed by Paul Gold and Nick Ives, art directors
at Bozell New York, Jill Danenburg, a writer in the New York office, and
Eric Allouche of Bozell France. Baker Smith directed the film through
Tate Productions of Los Angeles. Photography for ’glare protection’ was
by Guy Heritage.
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