Ace & Tate’s sunglasses campaign features no sunglasses

Europe – The eyewear brand’s latest ads spotlight the reasons that we need sunglasses, rather than their aesthetic value.

Created by Base Design, the Bring on the Sun campaign stands out from its many eyewear competitors by omitting the products completely. Instead, the films feature various people squinting as they are dazzled by the sun, hinting at the excitement of the changing seasons while cleverly reminding viewers of the crucial reasons we need sunglasses.

By moving away from product and fashion-centric marketing, the campaigns are part of Ace & Tate’s mission to move away from the youth market and become an eyewear brand that resonates with everyone.

Not only is the eyewear market in a period of transition – an interest in eye health is allowing it to become a lifestyle category in its own right – but now the sector is using emotional marketing to attract new customers.