Someone recently made the observation that I only ever seem to write about old ads. So here’s something more contemporary.

A poster for Randolph. I’ve ditched the rose-tinted glasses for a shade of amber.

So what do we notice about this ad? Well, there’s no headline and the logo is printed backwards… oh to be a fly on the wall in the client presentation.

The brand name is in reverse because of the creative idea of course. But doesn’t it make it really noticeable? Because it’s unusual. And we always notice and remember unusual things. It’s the way our brains are wired. So why do most ads all look the same? Madness.

The idea behind this campaign is about giving the viewer a glimpse into the world of someone wearing Randolph lenses. It’s a great strategy since Randolph military spec aviators have been used by the U.S. Air Force since the late 1970’s. ‘As used by the U.S. Air Force’… it really doesn’t get much more authentic than that, does it?

Excellent credentials for toughness and quality.

But why say it when you can show it? So everything in this ad is distilled into a single, powerful image. A brilliantly composed, impressive photograph of a soldier abseiling from a helicopter. As seen through a Randolph lens. (We have to suspend our disbelief at the impossible depth of field, but I don’t think that’s really an issue.)

Isn’t it great that there’s no unnecessary endline or hashtag or other irrelevant clutter getting in the way.

This looks nothing like an ad, yet is everything a good poster should be: Simple, relevant, intelligent, memorable and beautiful. Leaving the viewer to ponder the incredible world events that must have been witnessed through these lenses over the past 40 years.

What a powerful tactical strike against Ray-Ban.