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Bausch & Lomb’s Global Vision Care is rolling out from the U.S. to Europe and other foreign markets the first global effort for its Ray-Ban sunglasses. Produced by Bozell Worldwide, New York, TV, cinema and print creative plays on features such as scratch resistance with an ironic twist on fashion. The ads end with the tagline: "Definitely Ray-Ban." B&L consolidated its global ad account with Bozell last November, awarding it the additional $55 million contact lens and lenscare business.
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