Who: Eyewear retailer New Look with LG2 for creative and strategy; Gorditos for production; Shed for post production; Circonflex for audio and music; and Touché! for media.
What: “Look Iconic,” the latest iteration of the brand’s annual integrated campaign plays on the importance of good vision—and good glasses—in real life moments, inspired bycinematic ones.
When & Where: The national campaign is in market as of March 18 in French and English, and includes a video spot called "Prom Night,” two radio spots and OOH assets.
Why: The brand is asking consumers to consider how glasses are not only essential for vision, but also essential for the big moments (in movies and real life).
“We wanted to start merging humour and fashion, which is a really hard line to walk in advertising, and needed to set us apart from everything else other eyewear companies are doing,” LG2 art director Gabrielle Turcotte, told Campaign.“Hollywood lets us be glamorous and fun at the same time.”
How: The English-language anchor spot portrays a girl on prom night who has just finished getting ready and goes to answer the door for her date, squinting, only to embrace the pizza delivery guy instead, while her date stands back looking dejected. A voiceover highlights a discount offering and says “might be time to come see us.” Naturally, the ad shows off some products by way of the background characters: the mom and the date.
The supporting radio spots riff on famous film scenes from Top Gun, and Scary Movie. Each ad demonstrates how lacking the right glasses can ruin a pivotal moment. In the case of Scary Movie, it’s a matter of making a threatening phone call to the victim of a horror movie only to mistake her for being alone, when she is not– followed by a reminder of the discount offering that the killer can certainly benefit from.
In the case of Top Gun, two pilots are communicating in a high stakes moment when one fo them loses their vision due to compromised glasses and not having a second pair–followed by a voiceover highlighting a two for one discount offering.
“We explored lots of iconic movie genres and iconic scenes, but the ones we tested amongst our colleagues, friends and family that made them smile and laugh were 70s, 80s and 90s classics,” explained Turcotte. “Everybody remembers them fondly.”
In the OOH posters, the models are positioned in the spotlight, using lighting effects that are intended to appear cinematic.
