To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

Ray-Ban: Never Hide

"The world of sunglasses had been taken over by imposters," says Cutwater CD Travis Britton. "Fashion brands with no heritage selling costumes with big diamond-studded logos. We?ve all seen the ads and they all look exactly the same. P

Editor's Pick
"The world of sunglasses had been taken over by imposters," says Cutwater CD Travis Britton. "Fashion brands with no heritage selling costumes with big diamond-studded logos. We?ve all seen the ads and they all look exactly the same. People were putting these big brands and big logos on to hide who they really were, to pretend they were something else." But Ray-Ban, whose slogan is "Genuine since 1937," wants to play its history card. "For Ray-Ban to chase after this glam parade would have made a mockery of the authenticity that it once stood for," says Britton. Hence "this simple thought: the most fashionable thing you can be is you."

The print/outdoor, part of an elaborate global multimedia effort, was shot in Romania and Prague by Czech photographer Antonin Kratochvil in a black and white "photojournalistic style that's a nod to Ray-Ban's heritage, but at the same time a contemporary interpretation of the brand," Britton adds. The bony, face-stuffing woman of this lead ad is arguably the most resonant image of the series thus far (all the current ads are in the PDF). "The 'supermodel eating a cheeseburger' image was part of our most recent shoot," he explains. "It's a good example of where we're looking to take the campaign as it continues to develop. The first round took a broader approach, meant to invite everyone to 'Never hide.' Future executions will dive deeper into current events and global pop culture."

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Jun 07, 2007
ECD/Copywriter:
Chuck McBride
CD/Art Director:
Travis Britton
Copywriter:
Jaime Robinson
Art Director:
Lauren Harwell
Photographer:
Antonin Kratochvil
Art Buyer:
Jen Small
Art Buyer:
Casey Mooney
Print Producer:
Lavanya Radhakrishnan
Art Director:
Marcus Cross
Client:
Ray-Ban
Agency:
Cutwater
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. View all Newsletters

Become a Member of Ad Age