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
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
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
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.