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.
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