Hamilton dons new-look specs

The company says its 'two looks' promotion, which offers customers buying new spectacles a second pair free, aims to change the public's perception towards wearing spectacles. It is supported by a television advertisement which features actor George Hamilton choosing a new pair of spectacles to wear at the Wimbledon tennis championships, but mistakenly finding himself at a Wimbledon football match. The campaign aims to encourage consumers to select a different, and free, pair of spectacles to create 'two looks', rather than keeping one pair as a spare. Alisdair Luxmoore, D&A commercial director, commented: 'The Burt and George campaign is incredibly popular in communicating the personality and value of the Dollond & Aitchison brand. Changing the psychology of the British spectacle wearer will take time but we hope that this campaign will help customers re-evaluate the way they view their glasses.'