New Look Asks You to Consider How Glasses Are Essential for Epic Moments

Canadian eyewear retailer New Look, in collaboration with LG2, has unveiled its latest integrated campaign called “Look Iconic”, that asks consumers to consider how glasses are not only essential for vision, but also essential for epic moments. Style through sight is part of New Look’s annual multi-execution campaign, and this latest iteration offers entertaining ads about how having the right frames not only amplifies style and confidence, but makes for iconic moments.

Playing on classic movie scenes, the video and radio spots show how lacking the right glasses can ruin an iconic moment like opening the door for your prom date or receiving a creepy call from inside the house. The ads take us off the beaten track of the category's generic video and radio ads, where differentiation is often hard to achieve. In the OOH posters, the models are literally put in the spotlight with lighting effects reminiscent of the scene. The result is a refreshing approach to the eyewear advertising landscape, offering consumers a new perspective on how eyewear can be perceived, integrated into their personal style, and make every moment iconic.

With a network of 89 New Look stores across Quebec, British Columbia, Saskatchewan and Ontario, “Look Iconic” is rolling out in video, radio and out-of-home formats across the country starting March 18.

“We really wanted to bring together two worlds that don't usually have an affinity in advertising: humour and fashion.” said Christian O'Brien, copywriter, LG2.

“Playing with cinema classics allowed us to be entertaining while showcasing New Look's products in an aesthetically pleasing way.” said Gabrielle Turcotte, art director, LG2.