Chuck McBride Makes RayBans Cool Again


Now here's an art director's wet dream. Giving sunglasses far more cred than they deserve, Chuck McBride's new agency, Cutwater, has turned the average pair of Ray Bans into some sort of cultural icon. Oh wait, they already earned that status so we guess it's all good. Produced by HSI Productions and directed by Michael Haussman, the spot ends with the super, "Never Hide," which, for a sunglasses commercial, is pretty twisted but exudes so much positivity.

Any commercial that tells us to "make up your fuckin' mind fuckin' make up your mind" is good in our book. This might not be saying much but we liked this commercial more and more with each viewing. Fans of frequency in the media department will love that notion. Give it a watch. It's not your average sunglass commercial. Maybe Chuck's stabbing video has, indeed, led to good things.

by Steve Hall    Apr-30-07   Click to Comment   
Topic: Best, Commercials, Creative Commentary   

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.



It's "Fuckin' make up your mind."

Not "Make up your fuckin' mind."

Huge difference.

OK - not really.

Posted by: Jetpacks on April 30, 2007 1:21 PM

What a huge waste of money. nice film, but no idea. And nothing to remember. Just a bunch of young people being young and wearing sun glasses.

Posted by: scarlett on April 30, 2007 5:22 PM

Not very original. Scenes are cliche and soundtrack tries too hard to be edgy.

Posted by: Closets on May 5, 2007 10:39 AM

The ad totally works. Ray Ban is all about getting a feeling of "cool" when you wear their gear.

This ad is aimed at people Chucks age, not 20something.

It totally works and it Chuck at his best.

Posted by: Barry Waxman on May 9, 2007 12:44 PM

Granting that whether the ad works depends on how much it adds to the brand (perceptually) - it does take Rayban into a new arena. Typical in its 'anti-category' proposition ...(since sunglasses ARE for hiding) ...'never hide' is great and connects to a kind of coolness that may not be 'hip' ..but is definitely 'chic'

Posted by: Adnan (McCann) on May 29, 2008 6:18 AM