Ad Nut
Nov 12, 2019

All you need is some good-looking people to advertise sunglasses

The first TV spot in Australia from sunglasses brand Quay features a whole bunch of good-looking people and...not a lot else.

It seems that all you need to advertise sunglasses on TV is to film a bunch of edgy, good-looking people putting the sunglasses on. 

That's according to Australian sunglasses brand Quay, which is airing its first TV campaign in its home market tonight (12 November) with a rather uninspired 30-second spot featuring a variety of models who move their faces around a bit to "illustrate how the affordable fashion frames are made to fit any face shape". That is, if you have a face of a model.

The campaign features an even less inspired tagline, 'Stay shady'.

It is apparently an "impactful ad that will resonate with the Australian consumer", according to Quay senior director of sales, marketing and operations APAC Michele Fitzgerald.

The spot was produced by Advertising Advantage, which also planned and bought the media for the TV campaign.

The performance TV agency has introduced a number of fast fashion brands to TV in Australia for the first time, including Boohoo, Pretty Little Thing and Nasty Gal.

“We wanted a partner who was going to match the attitude of our designs," Fitzgerald said in a release. "In Advertising Advantage we’ve found a team with experience in this category...The team has a clear platform to measure success and we’re excited to be launching our first TVC in Australia."

Advertising Advantage creative director Chris Spanos added: “Quay has amassed a loyal following and we wanted to speak to them, as well as reach new audiences. We’ve heroed the unique designs through aspirational visuals and used clear prompts to take action. The viewer is left intrigued to find out more.”

If you say so.


Client: Quay
Media & Creative Agency: Advertising Advantage
Client Marketing Team: Michele Fitzgerald
Global Account Director : Tracey Gabriel
Executive Producer / Composer: Braedy Neil
Creative Director / TV: Chris Spanos

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


Related Articles

Just Published

28 minutes ago

M/Six names global CEO

UK and EMEA boss Jack Swayne steps up with long-serving global chief Jess Burley moving to executive chair.

42 minutes ago

SEC Newgate plans privatisation, eyes APAC acquisition

The PR agency has announced plans to de-list from the stock market and form a new company backed by private equity investment.

2 days ago

How to prepare for hybrid commerce: Chinese ...

As consumers seamlessly hop between physical and online, brands are expected to provide real-time stock information and personalised experiences across all of their touchpoints. But they must demonstrate a value exchange to consumers to collect the data they need.

2 days ago

Data shows brands don’t need social media accounts ...

Data from a Jing Daily report shows that luxury brands no longer rely on their own social media accounts in China with more engagement relying on KOLs.