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 Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- SEO Consultant The Little Black Book Agency £20000 - £25000 per annum, Greater Manchester
- Interactive / Digital Designer The Little Black Book Agency £25000 - £35000 per annum, Greater Manchester
- Digital Account Executive The Little Black Book Agency £16000 - £18000 per annum, Lancashire
- In-House Graphic Designer Major Players £30000 - £40000 per annum, London (Central), London (Greater)
- Samsung calls global advertising and media review
- British Airways moves paid search account to Forward3D
- Watch the first YouTube clip, nine years on
- M&C Saatchi's Enyi Nwosu takes global role at Mindshare
- Post Office reviews advertising, DM and digital accounts
- Karmarama grabs Coppafeel! breast cancer charity account