Ray-Ban: Lovers

Never hide

Advertising Agency: Marcel, Paris, France
Executive Creative Director / Worldwide Creative Director: Erik Vervroegen
Head of strategic Planning: Rob Klingensmith
Worldwide Account Director: Alberto Scorticati
Creative Directors: Dimitri Guerassimov, Eric Jannon
Art Directors: Bastien Grisolet, Anaïs Boileau, Souen Le Van
Copywriter: Martin Rocaboy
Account Director: Shannon Eddy
Account Executives: Julie Amen, Rodolphe Pedrono
Global Print Manager: Jean-Luc Chirio
Art Buyer: Lauriane Dula
Executive Producer: Thomas Geffrier
Photographer: Mark Seliger
Producer: Ruth Levy
Costume Designer: Arianne Phillips
Hair Stylist: Terry Millet
Make-up Artist: Kathy Jeung
Set Designer: Rick Floyd
Published: April 2012

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7 comments

Hadrons's picture
Hadrons
5743 pencils

It seems that Ray-Ban is trying too hard to re-brand itself.

Overall feeling is it's a miss.
That's usually what happens when the agency is given too much latitude and have no specific target in mind.

Ray Ban has to rethink again.

I don't care much for the execution of their slogan: "don't hide" - there is NO revelation there either, something they tried very hard to implement.

Don't hide the fact you are incompetent.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Blashyrkh's picture
Blashyrkh
32698 pencils

IMO this campaign strengthens the "never hide" slogan, and this re-branding process started times ago, which only becomes better.

Hadrons's picture
Hadrons
5743 pencils

I like the "never hide" only when you reveal something that is valuable.

But if you look at all the other ads, except of this one, (their only good ad print, & this is why we are here...)
they are provocative with no good reason, infantile somewhat.

So the question remains, what did you accomplish by re-branding yourself, when you keep on making the same mistakes, over and over again?

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Blashyrkh's picture
Blashyrkh
32698 pencils

"....But if you look at all the other ads, except of this one, (their only good ad print, & this is why we are here...).."

That's what I mean, at least these shouts "stand out", not like others which are a bit weird in storytelling.

Hadrons's picture
Hadrons
5743 pencils

Exactly.

You are strengthening my point.

p.s. coming out of the closet is a passé .

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

hassia's picture
hassia
4 pencils

Sorry but I think coming out the closet is only passé when you have never had to do it. I think the ad is powerful.

michele123's picture
michele123
414 pencils

this is my favourite

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