Ad Nut
Sep 7, 2016

This ad may make eyeglasses seem a bit too cool

A campaign for OPSM by Marcel Sydney makes eyeglasses seem so essential we are on our way to buy some right now whether we need them or not.

If you just have an echo, that's superficial demeanor. [If] you have a voice...that's style.

So intones the gravel-voiced narrator of this spot for eyewear and eyecare brand OPSM. "Unsettled minds touch souls," he continues, adding that style comes only from "pure, unadulterated courage to find out who you are."

The whole thing gets Ad Nut so wound up, Ad Nut is now lamenting being blessed with amazing visual acuity. How can Ad Nut hope to express a voice or "set people on fire" without some cooler-than-thou frames perched atop the old snout?

Can't fault the craft here, and admittedly the narration, by "philosopher, author and social activist, Dr Cornel West", has a certain appeal. The people in the film certainly look 100 percent purposeful, full of voice and perfectly self-actualised.

But in the end, Ad Nut wonders whether the brand is setting its mark on too narrow a niche of ultra-cool, style-conscious consumers and alienating the less fashionable. 

Agency: Marcel Sydney
Production Company: The POOL COLLECTIVE
Director: Simon Harsent
EP/MD: Cameron Gray
Photographer: Simon Harsent
Producer: Eloise Hastings
DOP: Ross Giardina
Production Designer: Tess Strelein
Post Production: Heckler
Editor: Andrew Holmes

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