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 

Tastes Good, Does Good

Innocent was founded in 1999 by three Cambridge university graduates, Adam Balon, Richard Reed and Jon Wright. Their venture began at a music festival, where they set up a stall selling smoothies.

They raised a big sign asking whether they should give up their jobs and start selling smoothies, encouraging their customers to vote “yes” or “no”, by putting their empty smoothie bottles in different bins. Needless to say, they quit soon after...

As they developed their unique identity and spontaneous culture, they differentiated themselves by being active in charity work and involved in various environmental projects, embedding these values on Innocent's foundations - hence the slogan "Tastes Good, Does Good"

Coca Cola is now the majority shareholder in the company. Innocent prides itself on core values (much like our good selves) and are deserved winners of this week's PSotW.

#WearTheRose: Make Them Giants

With the Rugby World Cup now in full flow, a ruck has formed among brands keen to showcase their products and services to mass audiences. One campaign that has emerged from this scrum and stood taller than most is that of O2’s “#WearTheRose: Make them giants”.

Launched by Pure’s sister agency VCCP with a TV ad in Gogglebox on the night of the first game, the multimedia campaign has been skilfully constructed to garner support from the nation for England Rugby.

It has taken only two weeks of the World Cup for the campaign to achieve more than 4,200,000 “Acts of Support” using the #WearTheRose on Twitter, Facebook and Instagram. The engagement has been gathering momentum and in order to maintain this, they have increased the frequency of the O2 ads across media channels to correlate with and build on the positive awareness.

By centring on the atmosphere and anticipation around the country, the brand has sought to hook an already engaged nation and hope that response will reach fever pitch.

With a giant match tomorrow night, we simply had to choose this as our ‘Pure Slogan of the Week’.

Come on England!!! Swing low, Sweet chariot…

Other Great Rugby World Cup 2015 Ads

Lucozade made it clear that the sports drink is Strictly For The Home Nations Only while Beats by Dre has used some emotional videos featuring stars such as Chris Robsahw, Richie McCaw and Wesley Fofana to promote their headphone range.

“Too big to miss” featuring Charles Dance is a genuine mix of spine-tingling sentiment and humour but as it is an online-only spot, it has perhaps been missed by a fair few..!

Samsung School of Rugby featuring Jack Whitehall alongside some past England legends has been a massive hit. It has focused on connecting the wider (perhaps less rugby-savvy) public with the sport through an amusing series of videos. 

One of the simplest, but more impactful ads has come from that grizzled veteran Guinness, who used this simple yet powerful image to sum up the unity of the Japan team that shocked South Africa (and the world) in the opening round of matches. Bravo!