• by Nina Lentini  @Nina_Lentini, February 9, 2009

A new TV ad campaign launched on national network and cable Monday for the latest iteration of Foster Grant eyewear.

Hollywood legend Raquel Welch stars in the commercials, which inform consumers that over-the-counter Reading Glasses can aid in near-vision tasks safely and effectively, and that Foster Grant offers hundreds of fashionable styles at affordable prices.

In the ad, Raquel Welch is seen wearing Foster Grant Sunglasses and Reading Glasses. The brand's heritage is recalled by the tagline: "Isn't that Raquel Welch behind those Foster Grants?"

Foster Grant signed Welch at the end of 2008 to provide the brand with a spokesperson that represents a genuine and authentic association with its history. She reinforces the fashion positioning of the Foster Grant Sunglasses and Reading Glasses collections, as well as providing the brand with tremendous breakthrough potential.

Since the 1960s, the phrase "Who's that behind those Foster Grants" has been synonymous with the hottest Hollywood celebrities. The campaign has featured many of Hollywood's brightest stars donning a pair of Foster Grant sunglasses. Even Welch herself appeared in some of the most popular ads in that campaign.

FGX International plans to spend over $12 million in measured media on consumer television advertising in 2009. The ads are created by Ferrara & Co. of Princeton, N.J.