The “Should’ve gone to Specsavers” line has dominated eyewear marketing so completely and for so long that every other player seems to have given up trying.
Enter Ace & Tate, an ambitious Dutch eyewear brand that wants to make spectacles the new sneakers. Everyone has different trainers for different outfits and occasions, so why shouldn’t we have different glasses too?
Like Specsavers, Ace & Tate fielded an in-house team for the campaign, although they worked closely with Amsterdam agency We Are Pi. Ace & Tate started out online and still see themselves as digital innovators (they are planning to introduce an online eye test soon), but they now have 27 stores across Europe, including one in London.
As well as making spectacles seem like a stylish accessory, Ace & Tate’s campaign, of course, gives everyone a reason to buy more pairs. They cost around £85, which is less than the latest Nikes.
MAA creative scale: 6