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New Global Ad Effort For Ray-Ban

Ray-Ban, the sunglasses brand, has launched a spring/summer global marketing campaign tagged "Never Hide." Milan-based Luxottica Group acquired Ray-Ban in 1999 and has since focused on cleaning up distribution and product quality. And the brand has seen double-digit growth in the past four years in a market rife with competition from fashion labels like Dior and Gucci.

The campaign is based on a 90-second film, to be shown on the Internet at Ray-Ban.com and in Times Square, along with print and outdoor. Through early next week, 12 screens in Times Square will project images of people wearing Ray-Bans, with photos submitted via the Web site. Five independent film directors will also have clips, in which Ran-Bans play a role seeded on sites such as YouTube.com and MySpace.com.

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