French Connection retains fcuk theme for eyewear launch

TBWA GGT Simons Palmer has created a press campaign to launch French Connection’s new range of eyewear, fcuk vision.

TBWA GGT Simons Palmer has created a press campaign to launch

French Connection’s new range of eyewear, fcuk vision.



The ads are a continuation of French Connection’s spring branding

campaign and use the same white space and word-play. The launch ad

features the headline, ’specsuality’, and a photograph of two women

wearing sunglasses.



Three more executions feature the headlines, ’heterospecsuality’,

’bispecsuality’ and ’homospecsuality’.



As with the branding campaign, there is no direct reference to French

Connection on the posters. The only reference is the ’fcuk’ logo, which

appears in the bottom right-hand corner of the ad.



Trevor Beattie, creative director of TBWA, said: ’fcuk is a constantly

moving brand, so it’s important we retain its personality whichever area

we move into. Sunglasses are a natural progression.’



The ads will appear in the June issues of Arena, The Face and Frank,

with the possibility of posters and ambient media later this year. They

were written by Beattie and art directed by Bil Bungay, with photography

by William Garrett. Media buying and planning are through Manning

Gottlieb Media.



French Connection announced earlier this year that it would move into

spectacles and sunglasses in a licensing deal with the eyewear company,

In-Specs.



Stephen Marks, chief executive of French Connection, said the company

hoped to secure licences for watches and hosiery later this year.



He added that the brand could move into cafes and eventually homeware.