Stuart Elliott ponders, “Why is Ray-Ban saying, ‘Don’t shade your peepers’? The idea is to find a playful way to encourage younger consumers, particularly those ages 18 to 25, to assert their individuality by revealing their sense of personal style.”
Naturally, Ray-Ban’s new campaign from TBWA/Chiat/Day San Francisco needs a consumer generated media component. It has one. You can upload a picture of yourslf wearing Ray-Bans and the image will appear on 11 mega screens in Times Square, starting tomorrow.