In February, Bausch & Lomb gave the $40m global assignment to Bozell Worldwide, New York. In December 1996, B&L moved its global Ray-Ban account out of London-based Bartle Bogle Hegarty after only five months, with both side citing "creative differences."
Thorniley says Made In Spain had previously done work for B&L's Spanish subsidiary. A new European campaign was needed quickly so as not to miss the summer season.
The European campaign has a new tag line: Ray-Ban Till The End. The campaign, which the company says will be the brand's biggest ever pan-European campaign, will include television, print and poster.
The campaign includes a 10-sec teaser execution to be broadcast on MTV from April to July that shows a clenched fist holding a pair of sunglasses. To support the TV campaign, print ads will run in lifestyle magazines.
Copyright April 1997, Crain Communications Inc.