Ray-Ban travels through 75 years with "Legends" Campaign
Year 2012 marks the 75th Anniversary of Ray-Ban Eyewear Company and what is more fitting than an ad campaign which showcases each and every of their iconic models through time. From Aviators to John Lennons, Ray-Ban has definitely proved its trend-setting rebellious influence on popular culture.
1930s: "Aviators" RB3025
Originally made for the American military in 1929-30, the aviator was made stylish by Commander Douglas MacArthur. Ray-Ban started designing them for the US fighter pilots in 1937. The focal point is of the center guy confidently walking forward with his arm raised, whilst sporting an empowering pair of aviators.
1950s: "Clubmasters" RB5154
These browlines or "Clubmasters", as dubbed by Ray-Ban, were the eyewear for civil rights leaders and intellectuals. This shot was inspired by the story of Taylor Mead, a gay avant-garde writer/actor. It is surprising that Ray-Ban didn't choose to feature these frames in the context of the 1950s black civil rights movements, considering that it was Malcolm X who made these fashionable. Perhaps, it is because the company only started reinvigorating them in the 1980s when LGBT political happenings were at height.
Between these two frames, one thing they have in common is their sexy trend-setting appeal. The shot perfectly pictures three adventurous young women crashing a high-society party with daring etiquette. Their short retro-chic dresses, glammed-up beehive dos and attitude of youthful cool, scream their presence in a room of conservative oldies.
1960-70s: "John Lennons" RB3447
This is a personal favorite and the most distinctive out of the whole Legends campaign. Without even needing to identify the circular framed eye wear, the image of hippie-haired protesters met with the resistance of helmeted police link us immediately to the violent anti-war movement significant in America during the late 60s.
What really makes this print ad so powerful is the burning passion, counter-reacting to the May Day riot. The deeply kissing couple really embodies this hopeful sense of peace and pure love that would only prevail in young-adult minds - a perfect singalong to "nothing is gonna change my world" ... from the Beatles' Across the Universe (1970).
1980s? "Cats 1000" RB4126
Cats 1000 seem like somewhat modified version of the original wayfarers, which would place this model into the 1980s, when there was a 1950s revival trend going on. During the 80s, Ray-Ban tried hard to get the wayfarer hot again by signing a huge deal with a product placement company to have these frames feature on television shows and films.
This print ad makes a too bold and literal a take on "Never Hide". Ray-Ban's philosophy is to encourage people to act upon their admirable aspirations. Expressing individuality does not translate to parading in your underwear in the rain because it is good fun. Perhaps, she was on a dare with her friends, or she lost her clothes in doing some living...
1990-2000s: "Geek" RB5228
Here we have a skinny white rapper trying to break into the black culture hip-hop scene. It is an interesting choice, as it portrays African-Americans as having the upper-hand, which historically speaking does not happen too often in the USA.
It is interesting how Ray-Ban chooses not to feature the significance of African-Americans, even when it would have been the obvious depiction for the "Clubmasters" as mentioned ealier. Presumbably, this is because it would recognize the issue of racial segregation as part of American history, which Ray-Ban most likely does not deem to be a "Legendary" highlight.
Company: Ray-Ban
Credits: Marcel Worldwide, Paris
Date: 2012
Category: Print Ad
