Hakim Optical has launched a new national television campaign that shelves its usual call-to-action, promotional spots, replacing them with a story that follows three guys and three girls out for a night on the town.
“[Hakim] wanted to do something a little more fun and fashionable for the summer,” said John Worden, the company’s advertising director.
The 30-second spot, which was written and developed by Worden and a team from Creative Bube Tube, shows three attractive, glasses-wearing women in a bar discussing what they look for in a man. They determine sophisticated and refined, silly and light-hearted are important characteristics. Three men sitting in a nearby booth listen intently putting on their glasses to meet the women’s criteria, before eventually joining the girls. The spot ends with the brand’s staple tag line and jingle.
“We thought ‘let’s try something different and come up with a nice spot showing how young people can look really good in their glasses,'” said Worden.
The ad target customers 25- to 45-years old, an age group that tends to buy glasses more frequently, according to Worden.
The TV spot will run for another month on 22 stations. Hakim will launch another brand spot for back-to-school.
The company handled the media buy internally.
