The high-profile campaign will be shown during the evening peak viewing time schedule, profiling Ray-Ban alongside popular programmes such as Friends, Will and Grace and ER.
The 30-second commercial, 'The Gaze' will also run nationally on Sky Sports to coincide with the final stages of the Champions League. Later this year a 10-second version of the advert will be aired during the ever-popular Big Brother on E4 in June.
The campaign will also be supported by a press campaign in top titles such as Sunday Times Style, Glamour, Maxim, Heat and OK magazine. The company said that 'Empower your vision' was a campaign designed to reinforce and confirm Ray-Ban as the leading premium sunglass brand in the UK and to help build brand awareness for the optical range that was successfully launched last year.
'The Gaze', created by the McCann-Erickson agency won a 'Bronze World Medal' for the category 'Personal Gift and Leisure' at the New York Festivals earlier this year. The company explains that the film features a 'metropolitan youth' wearing Ray-Ban sunglasses (above left) whose gaze can penetrate all obstacles, reaching the gaze of a girl wearing Ray-Ban frames (left) and the two immediately take to each other.
Marketing director of the Luxottica Group, Giovanni Spinelli said, 'We are proud to have received this prestigious award, which joins a long tradition of prizes held by Ray-Ban in the world of eyewear.'
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