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NEW YORK - Ray-Ban wants its customers to make spectacles of themselves.
Fittingly, a blitz across 12 billboards in Times Square today will signal the start of Ray-Ban's yearlong "Never Hide" campaign, which will make its way via Internet, print, outdoor media, cinema and TV through 37 countries across North and South America, Europe, Africa, Asia and Australia.
Touting the message "Never Hide," Ray-Ban is seeking to affirm its identity as authentic, offbeat and courageous - with a twist of American rebelliousness. The $1.8 billion brand, whose style derives from the people who wear it, is posting to 11 of the Times Square billboards images of customers wearing Ray-Bans, which first made the American scene 70 years ago with the aviator model. The 12th sign, too narrow to portray the digital images of people and their shades, will convey the campaign slogan and the Ray-Ban logo.
"The most fashionable thing you can be is yourself," said Fabio d'Angelantonio, group marketing director of Ray-Ban parent, Luxottica. The campaign kicks off over six days in Times Square and will include the billboards of Nasdaq and Reuters.
During interviews with people worldwide in the last 12 months, Ray-Ban found that it was...