OPSM showcases frames for every Kiwi face in latest campaign via Saatchi & Saatchi, Sydney
OPSM has launched a new brand campaign to showcase its wide range of frames using the diverse faces, lifestyles and characters of New Zealand via Saatchi & Saatchi, Sydney.
The nationwide eye care and eyewear retailer is back on air with a TVC that sees its comprehensive range put to the test. The commercial brings the breadth of OPSM’s range of frames to life through the diverse individuals of Napier.
Shot over the course of a week, viewers go grape picking at a vineyard with local farmer Ruth, fishing off a stormy Clifton beach with Rakai and printing t-shirts with the town fashion designer Te.
The commercial also sees penguin feeding at the National Aquarium, a miniature train ride and a performance from Napier’s leading pipe band.
Everyone in shot is fitted with OPSM frames, which are as diverse as the people who wear them. They include the best value frames from $119, $199 and $249, with designer frames from Ray-Ban and DKNY from $249.
Says Melissa Monneron, marketing director at Luxottica: “OPSM has looked after the optical needs of New Zealand for almost 20 years, and in that time has matched faces with frames and lenses that suit their current lifestyle and personality.
“The new campaign pays homage to that, because choosing frames is not just about great fit but finding a pair that suits your personality, and of course your budget. This is what we aim to do at our stores with our expert staff.”
The 30″ commercial first aired on TVNZ and Sky/Prime at 6.30pm on Sunday, with 15″ spots rolling out in coming weeks.
The campaign will also run online and in store, including a unique digital catalogue, which delivers an interactive experience for consumers through ‘Shop Now’ links and an easy-to-use ‘Find In Store’ function. Also integrated throughout the digital catalogue is video content featuring Napier residents from the TVC spots, including father Ron in POLO, Jessie from the Napier pipe band in Ralph, and farmer Ruth in Vogue.
Creative Agency: Saatchi & Saatchi
Executive Creative Director: Damon Stapleton
Creative Director: Matt Gilmour
Senior Art Director: Nils Eberhardt
Senior Copywriter: Veronica Copestake
Group Business Director: Catherine Harris
Senior Account Director: Ross Jauncey
Senior Account Manager: Ken Attard
Agency Producer: Greg Fyson
Production Company: EXIT Films
Director: Stephen Carroll
Producer: Tobias Webster
Photographer – Joe Wigdahl (Network Agency)