RayBan Rocks in Euro Spot

NEW YORK The music of Ben Kweller drives a new 90-second commercial for RayBan now running in European cinemas. The monochrome ad, out of Cutwater in San Francisco, was directed by Michael Haussman of HSI Productions. It showcases the sunglasses with spirited lifestyle scenes: a rock concert, a schoolgirl sneaking out a window to join her friends, strangers kissing, a bungee jumper. It’s nicely filmed, so some cliched shots (e.g., a woman getting tattooed) can be forgiven. The ad infuses the brand with great rock ‘n’ roll energy to support the new tagline, “Never hide.” And the musical choice, Kweller’s “Make It Up,” only boosts the cool factor.