Small Spanish shop creates ray-ban campaign

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LONDON -- Bausch & Lomb has tapped a small Spanish ad agency, Made in Spain, to create a major pan-European campaign for its Ray-Ban sunglasses as a stop-gap measure while Bozell, its recently appointed agency of record for global Ray-Ban sunglasses, develops a global campaign for 1998, according to U.K. Senior Brand Manager Peta Thorniley.

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.

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