TITLE

Stupid, obvious gag actually very smart

AUTHOR(S)
Garfield, Bob
PUB. DATE
July 1999
SOURCE
Advertising Age;7/19/1999, Vol. 70 Issue 30, p29
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reviews a television advertisement for For Eyes Optical Co. created by DeVito/Verdi, New York. Each spot of the For Eyes campaign shows someone entering the scene wearing a nice pair of glasses, but with a gigantic, yellow-cardboard price tag dangling from the temple. In one spot, a woman in a restaurant knocks over glassware with the outsize tag that reads $269. In another, a guy trying to pop the question to his girlfriend inadvertently sets his price tag aflame with a candle. In the third, a guy clobbers everybody on an elevator with his dangling tag as he tries simply to go from floor to floor. The voice over: Remember glasses with a big price tag make you look kind of stupid. It is a stupid obvious gag. Because For Eyes sells one pair starting at $60, two pair for $99 and offers 60% off on designer frames. And this campaign will help sell a lot more of them.
ACCESSION #
2051512

 

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