It seems that all you need to advertise sunglasses on TV is to film a bunch of edgy, good-looking people putting the sunglasses on.
That's according to Australian sunglasses brand Quay, which is airing its first TV campaign in its home market tonight (12 November) with a rather uninspired 30-second spot featuring a variety of models who move their faces around a bit to "illustrate how the affordable fashion frames are made to fit any face shape". That is, if you have a face of a model.
The campaign features an even less inspired tagline, 'Stay shady'.
It is apparently an "impactful ad that will resonate with the Australian consumer", according to Quay senior director of sales, marketing and operations APAC Michele Fitzgerald.
The spot was produced by Advertising Advantage, which also planned and bought the media for the TV campaign.
The performance TV agency has introduced a number of fast fashion brands to TV in Australia for the first time, including Boohoo, Pretty Little Thing and Nasty Gal.
“We wanted a partner who was going to match the attitude of our designs," Fitzgerald said in a release. "In Advertising Advantage we’ve found a team with experience in this category...The team has a clear platform to measure success and we’re excited to be launching our first TVC in Australia."
Advertising Advantage creative director Chris Spanos added: “Quay has amassed a loyal following and we wanted to speak to them, as well as reach new audiences. We’ve heroed the unique designs through aspirational visuals and used clear prompts to take action. The viewer is left intrigued to find out more.”
If you say so.
Media & Creative Agency: Advertising Advantage
Client Marketing Team: Michele Fitzgerald
Global Account Director : Tracey Gabriel
Executive Producer / Composer: Braedy Neil
Creative Director / TV: Chris Spanos
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