Wednesday, May 16, 2007
Fun, yes, but will it sell Ray Bans?
So here's one of the Ray Ban shorts that's becoming the viral sensation that's taking the nation. I can be a curmudgeon about these things, but this one is actually strangely alluring, even though we all know that there's some editing slight of hand that makes it appear as though the protagonist can really catch Ray Bans perfectly on his face, while in a moving vehicle, standing under a bridge, etc. The agency is Cutwater. It has generated the inevitable spoofs, such as this, and at least one video purporting to show the technique involved. Of course, this is all well and fine, in that, as the agency says, it wanted Ray Bans to become part of the conversation again. Now let's see if the company can actually sell some sunglasses.