- Ray-Ban has launched its first ever global advertising campaign more than a year after parting company with Bartle Bogle Hegarty and handing its account to Bozell Worldwide.
A new 30-second commercial spearheads the campaign. This introduces a band of hip young vampires who gather on a beach after a hard night's partying in order to watch the beautiful sunrise. Sadly though, one of the group forgets his Ray-Bans and spontaneously self-combusts once the sun comes up.
Designed to demonstrate both the protective qualities and fashionability of Ray-Ban, the film will target trend-setting youth by apearing in late night programming on ITV, Channel 4 and satellite TV. It breaks in the cinema and on TV in the second week of April.
At the same time, three different print executions will appear in April covers of the style press.
One continues the vampire theme to emphasise Ray-Bans anti-glare properties, while another highlights some of the 30 new models to be introduced this spring.
A third draws attention to how scratch-resistant the glasses are. The tagline "Definitely Ray-Ban" is a theme running through all the ads.
Media on the campaign has been handled by Motive, which retained the business when the creative account moved to Bozell.
The advertising was developed by art directors Paul Gold and Nick Ives of Bozell New York and the writers Eric Allouche of France and Jill Danenburg, also of New York. Baker Smith directed the film through Tate Productions of Los Angeles. "Glare protection" was photographed by Guy Heritage.