The 30-second spot titled "Mind Games," which features film producer Robert Evans, was produced to look and feel like a movie trailer to capture old-Hollywood style. Evans is known for his work on "The Godfather," "Chinatown" and "The Cotton Club," for example.
The film for the campaign shot at Evans' estate and key Hollywood landmarks such as the Roosevelt Hotel aims to capture glamour, mystique and scandal. The concept remains consistent with the Oliver Peoples' brand identity. With a young blond on his arm, Evans wears the Oliver Peoples and Robert Evans collaboration frame, which debuted in stores January 2008, throughout the ad.
Kicking off the campaign and to celebrate the opening of a new boutique, Oliver Peoples will host a private party at the Malibu Oliver Peoples store on May 31. Select theaters will run the trailer in New York and Los Angeles from May 30 through July 3. Screenvision, a cinema advertising company, will exclusively support the ads throughout its high-definition digital network.