Doner's first work for D.O.C. Optics exhibits an "urban sensibility" that attempts to add a sense of fashion to the retailer's eyewear, an agency executive said.
The campaign's new tagline, "D.O.C.: I like it," replaces "Sexy specs." The phrase is the main lyric for original music used in the Southfield, Mich., agency's television and radio spots. The high-energy soundtrack's techno/disco beat serves as the backdrop for fashionable, hip people strutting around and showing off their trendy eyeglass frames.
The work "really speaks to what the brand represents to people," said Kevin Weinman, executive vice president and account management supervisor at Doner. "We didn't want to create a barrier for anyone to connect up with the brand."
The spots include people with a wide range of ages and ethnicity. "Everyone likes to think of themselves as hip," Weinman said.
Doner gained the $6-8 million ac-count last summer without a review. Southfield-based D.O.C. previously worked with Sussman Sikes of the same city for more than a decade. Doner held the account in the mid-1980s.
The campaign, which also involves online, direct and point-of-sale efforts, broke Jan. 3 in the six states where the retailer has more than 100 locations: Michigan, Missouri, Illinois, Ohio, Wisconsin and Florida.
Absent from the six TV spots is Richard Golden. While the demonstrative D.O.C. CEO's presence helped generate awareness in past ads, the new work presents the brand as a fashion leader, Weinman said.