New Ray-Ban campaign urges people to change their view
By by Jennifer Whitehead, brandrepublic.com, Wednesday, 27 April 2005 03:00PM
LONDON - Ray-Ban is urging people to change their view and look at the world from a different perspective in a new global advertising campaign created by McCann Erickson Italia.
The brand campaign features a television spot, along with print and poster work. Shot in Buenos Aires, Argentina, the TV ad shows a sequence of models in everyday situations around the city.
The characters use props such as a library desk, a newspaper vending machine, traffic lights or a car roof to climb higher and change their point of view, eventually ending with the camera going to the highest roof to give a panoramic view over the city.
The print campaign carries the theme forward, showing models standing in front of backgrounds that have been flipped to give a new perspective. The print and television ads carry the strapline "Change your view".
A range of glasses and sunglasses are featured in the ad, including Ray-Bans' iconic Aviator model, which first appeared in 1936 and was famously worn by Tom Cruise in the film 'Top Gun'.
The campaign was written by Angelo Pannofino and art directed by Gaetano del Pizzo. The television ad, called "go up", was directed by Paolo Monico, a well-known Italian director of ads and pop videos.
The campaign debuts on May 9 and will run on Channel 4 and E4 in the UK, with media by MindShare.
Ray-Ban glasses are made by eyewear firm Luxottica, which also holds the eyewear licence for brands including Prada, Byblos and Chanel.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.
This article was first published on brandrepublic.com
- Senior Creative Major Players £70000 - £80000 per annum, London
- Design Director createselect Up to £65k, London (Greater)
- Quant Researcher-Immediate Start-Saudi Arabia-c50k Tax Free Elizabeth Norman International £40000 - £50000 per annum + Tax free and travel, Saudi Arabia
- Senior Brand Manager Salt £160 - £190 per day, Reading
- Senior Project Manager Digital Gurus £40000 - £45000 Per Annum, london
- Google's European leader says viewing habits are 'changing dramatically'
- Land Rover to move global ad account into Spark44
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Viacom to bring Breaking Bad to Freeview with Spike launch
- 'Advertisers are snake oil salesmen', says Peter Oborne
- Group M retains £80m Lloyds media