Ray-Ban aims for a hipper shade of marketing

03/7/2007 | NYTimes.com

For its new $30 million campaign for Ray-Ban sunglasses, aimed at the 18-to-25 set, Omnicom Group's TBWA/Chiat/Day is urging them to "Never hide" their true selves by choosing the shades as a fashion accessory. The intentionally ironic effort will include amateur-style clips posted on YouTube and Ray-Ban's site.

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