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
- Junior Digital Media Executive Pitch Consultants £16000 - £20000 per annum, Leeds
- Digital Marketing Executive Blue Skies Marketing Recruitment Up to £26,000 DOE, Coventry
- Product Sub-Editor (Fashion, Editing, Proofing, Scheduling) Creative Recruitment £33000 - £36000 per annum + Negotiable, London
- Project Manager - Independent Agency -London - £28k-£35k Fill Recruitment £28,000-£35,000, London (Greater)
- Data & Analytics Director Lipton Fleming £100000 - £120000 per annum + handsome benefits, London
- Katharine Viner becomes first female editor-in-chief of Guardian News & Media
- Tesco media review pits Initiative against MediaCom and ZenithOptimedia
- Google's European leader says viewing habits are 'changing dramatically'
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- 'Advertisers are snake oil salesmen', says Peter Oborne
- 7 things Proximity has learned in the new Omnicom building