A Bumbling Magician Finds His Stride in This Charming, Peculiar Short Film From Ray-Ban

Meet Loudini. He's a sad sack illusionist who can't even pull a rabbit out of a hat. But even after the world's worst day, he stays at it, dumping the excess glitter out of his shoes and getting back out on stage—because it's who he is, and it's what he does.That's the basic premise of a new video from Ray-Ban Films, part of the eyewear brand's #ItTakesCourage campaign, which has also seen the brand make people stare into each other's eyes for four minutes, hoping to spark … something.

Ray-Ban Is Latest Brand to Have People Stare at Each Other for 4 Minutes and See What Happens

In yet another recreation of a 1997 experiment to try to get people to fall in love, Ray-Ban got a bunch of carefully chosen strangers to answer questions and look into each other's eyes for four minutes.The brand said it hoped the subjects would open their hearts. It didn't say anything explicit about love, but creating closeness where it doesn't exist was the objective of the original Dr. Arthur Aron experiment—which The New York Times recently brought back into public discussion, spurring lots of four-minute eye-to-eye experiments, including a similar commercial from Prudential Singapore.Perhaps inspired by the darkness of their classic shades, Ray-Ban's spots are black-and-white, moody, full of dark colors, and focus less on the redeeming intimacy of staring into a stranger's eyes than on the heart-wrenching stories that the questions elicit. Either happy stuff happened and was edited out, or the people who made the final cut simply haven't had a lot of happy moments in their lives.

Infographic: How Key Lifestyle Brands Resonate With Millennials, Gen Xers and Boomers

Y&R BAV Worldwide asked consumers to choose their favorite brands in specific categories. "Consumers of all ages want brands to feel personalized and meaningful to them," said Y&R BAV president Michael Sussman.

What Do So Many Celebrities See in Ray-Ban’s Wayfarer Sunglasses?

Style and color are very important when it comes to sunglasses, but as any fashionista—or just anyone who lives in L.A.—will tell you, no frames get hot until celebrities put them on.In 1955, James Dean did.

What You See Isn’t What You Get [Video]

Hey guys,It's me again, Lauren. I've noticed some advertisements recently are trying to play mind games with me. It's like please, I invented the mind f-ck, just ask my ex-boyfriends. But I guess my superpower is being used against the consumer without my consent. Such is life. Enjoy getting a look into the power of mind games.

Adweek’s Top 10 Commercials of the Week

Watch Ray-Ban’s New Optical-Illusion Video. You Won’t Believe Your Eyes

Optical-illusion masters Brusspup buddied up with Ray-Ban for this anamorphic illusion video to show off Ray-Ban's Clubmaster line of sunglasses.

Gay Advertising’s Long March Out of the Closet

James Cash Penney, the son of a Baptist minister and founder of one of America’s enduring retail empires, probably rolled over in his grave.

First Mover: Jeff Karp

Specs Age 47 New gig Evp of mobile and social games, GSN Digital Old gig Evp, chief marketing and revenue officer, Zynga

Perspective: I Gotta Wear Shades

The day that someone writes the definitive manual on how to be cool, there’ll have to be a chapter devoted to sunglasses. And while every brand from Ralph Lauren to Tiffany & Co. makes shades these days, all of them should be on bent knee to Ray-Ban. Never mind that the brand started out as basic, glare-reducing sunglasses for pilots.