Ray-Ban launches global campaign

Using the talents of advertising agency Bozell Worldwide, the campaign highlights the brand's key characteristics and 60-year history while including a showcase for its 1998 products. The press, television and cinema advertisements will be rolled out worldwide throughout this year. 'We wanted to create a high-impact campaign that would be universally recognisable on an international scale,' says Bob Moore, vice-president of global Ray-Ban and new product development at Bausch & Lomb. 'Ray-Ban sunglasses epitomise the ultimate in protective eyewear technology. The campaign also features the innovative, fashion-forward styling that has continued to position Ray-Ban as a global eyewear leader.' Using the tagline 'Definitely Ray-Ban', the campaign emphasises the product's anti-glare, anti-scratch and impact-resistant qualities. The print campaign was shot in New York by husband and wife photographic team, the Guzmans. The cinema and television advertisements were filmed in Australia by Baker Smith, who created the Nike Airwalk campaign. Meanwhile, Ray-Ban continues to be seen in the movies with Dan Aykroyd sporting a pair in Blues Brothers 2000, out this month. Other film partnerships for Ray-Ban in the past include Men in Black. Point-of-sale material to support the advertising campaign is available across Europe.