Never Hide

Ray-Ban was founded in 1937, originally by Bausch & Lomb, and sold to Luxottica Group in for a reported $1.2bn in 1999. Famous for their timeless and classic Aviator and Wayfarer styles - and worn by many famous faces including Bob Dylan, Tom Cruise, Michael Jackson, Audrey Hepburn and John F Kennedy - Ray-Ban sunglasses have always been a quintessential fashion item.

In 1983, Tom Cruise was seen in the film ‘Risky Business’ wearing a pair of Wayfarers and that year, the sales of Ray-Ban increased by 50%. Three years later, he was seen sporting Aviators in films such as ‘Top Gun’ - which led to a 40% increase in the sales of Ray-Ban’s.

The Ray-Ban ‘’Never Hide’’ campaign was launched in 2007 – and was aimed at encouraging people to live their lives with originality, authenticity and without fear of being judged; something which can be transferred easily into any walk of life. It was a refreshing move, making the brand seem more attractive to the younger generation – to place them ‘’at the centre of attention, beyond trends, transcending time.’’

#PSoTW 

Success. It's a mind game.

This week’s selection for The Pure Slogan of The Week Tag Heuer’s classic 1995 campaign “Success. It’s a mind game.”

It’s not often that a luxury brand advertises with a slogan that could be translated into everyday career and life advice. It’s a trend that Tag Heuer have maintained with more recent slogans, such as the current “Don’t crack under pressure.”

The 1995 campaign won 15 of the most prestigious advertising awards in the world, and started a tradition of using sports stars in a way that was accessible.

The best bit about the slogan – it makes you think that you too can achieve the levels of success enjoyed by the celebrities sporting Tag Heuer timepieces.