Doner Pushes D.O.C.

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.