Burt Reynolds fills comedy role for Dollond and Aitchison work

Burt Reynolds, the Hollywood megastar, reveals his self-deprecating sense of humour in a new pounds 4 million TV campaign for the high-street opticians, Dollond and Aitchison.

Burt Reynolds, the Hollywood megastar, reveals his self-deprecating

sense of humour in a new pounds 4 million TV campaign for the

high-street opticians, Dollond and Aitchison.



The national TV blitz, the first work by Lowe Howard-Spink since it won

the account last October, promotes Dollond and Aitchison’s Styleyes

image service. The system helps customers choose the frames to suit

their face shape, colouring, personality and lifestyle.



The 60-second ad opens with Reynolds striding through his luxurious

suite, greeting his fawning assistants. ’OK,’ he barks, ’who came with

me when I bought my new glasses?’ The assistants grin smugly. Reynolds

then puts on a pair of geeky, white plastic frames.



’And who said they look completely ridiculous on me?’ he asks, as the

assistants make flattering approaches. ’Well you should have. Because

it’s true,’ he shouts.



Reynolds throws the specs to the floor shouting: ’Hit the car, we’re

going shopping.’



As his limo stops outside a Dollond and Aitchison shop on a double

yellow line Reynolds emerges and a traffic warden stops him. Thinking he

wants an autograph, Reynolds signs his notebook before striding into the

store.



The aging star first tries a heavy, dark pair of spectacles that are

definitely not his style, but his flunkies insist he looks great.



Dollond and Aitchison’s down-to-earth assistant, Janine, saves the day

by coming clean. ’I think they are wrong,’ she says, much to the

flunkies’ amazement.



She explains to Reynolds which frames would suit him better. Delighted

with his newly selected metallic glasses, Reynolds kisses Janine’s hand,

saying: ’You’ve been wonderful.’ She gushes: ’I think you’re wonderful

too,’ clearly mistaking Reynolds for someone else.



The ad was created by the copywriter, Ben Priest, and art directed by

Brian Campbell. It was directed by David Garfath through the Paul

Weiland Film Company. Media is also handled by Lowes.



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