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Eyewear That Creates a Spectacle

Eyewear That Creates a Spectacle

Danielle Smith

Danielle Smith

July 1, 2019

“The Dancer” campaign by Havas Paris Seven for eyewear brand, Krys

"[Krys] cares as much about the style of its glasses as its accessibility for people."

Director Jean-Baptiste Saurel plays on the embarrassment of being caught naked to show the embarrassment of wearing cheap eyewear. Through the freedom of a naked man dancing all around his apartment to the beat of “True Survivor” by David Hasselhoff, viewers see what really gets covered up when someone gets caught dancing like no one is watching. Ludovic Miege, Concept Editor at Havas Paris Seven shares how the idea for this humorous campaign, The Dancer, came together and brought a quirky relatability to selling eyewear for client, Krys.

What was the ultimate goal for the client?

Krys’ goal for this campaign was to show to people that when they wear these glasses, they will love themselves (which is the claim of the brand).

What insight led to this campaign?

When we wear cheap-looking glasses, we feel even more ridiculous than being in the most awkward situation.

What is the storyline in this spot?

A man is dancing naked at home, free from restraint, with only an old pair of glasses on. When his son and his son’s friend surprise him unexpectedly, he prefers to hide his glasses, because he’s more ashamed of them than… something else.

For those who aren’t familiar or don’t wear glasses, tell us a little about Krys and what makes them a premium choice for eyewear.

Krys is a popular brand in France that offers quality glasses at low prices. The brand cares as much about the style of its glasses as its accessibility for people.

"Filming choreography with a naked man for two days was interesting enough."

 

The spot is cheeky in nature and comes across as fun and whimsical–were there any funny or interesting moments while making this campaign?

Filming choreography with a naked man for two days was interesting enough. The dance is very free and funny–it makes for a relatable moment because most people have probably had a moment where they let loose and danced like this themselves.

Was the dance choreographed or did the actor improvise? How do you think this makes “The Dancer” more relatable and effective?

The dance was choreographed with a choreographer, but the actor also used a lot of improvisation. It must be said that he’s a real dancer, really talented and full of ideas.

What has been the response to this campaign?

The campaign was very well received. The “True Survivor” music with its ‘80’s style and the humor made people laugh a lot.

What are you most proud of about this campaign?

Doing something silly to sell serious stuff.

Do you have a funny story about a personally embarrassing moment at work or in your personal life that you want to share with us?

I’m answering these questions while dancing naked in the middle of my open space.

"[Krys] cares as much about the style of its glasses as its accessibility for people."

Director Jean-Baptiste Saurel plays on the embarrassment of being caught naked to show the embarrassment of wearing cheap eyewear. Through the freedom of a naked man dancing all around his apartment to the beat of “True Survivor” by David Hasselhoff, viewers see what really gets covered up when someone gets caught dancing like no one is watching. Ludovic Miege, Concept Editor at Havas Paris Seven shares how the idea for this humorous campaign, The Dancer, came together and brought a quirky relatability to selling eyewear for client, Krys.

What was the ultimate goal for the client?

Krys’ goal for this campaign was to show to people that when they wear these glasses, they will love themselves (which is the claim of the brand).

What insight led to this campaign?

When we wear cheap-looking glasses, we feel even more ridiculous than being in the most awkward situation.

What is the storyline in this spot?

A man is dancing naked at home, free from restraint, with only an old pair of glasses on. When his son and his son’s friend surprise him unexpectedly, he prefers to hide his glasses, because he’s more ashamed of them than… something else.

For those who aren’t familiar or don’t wear glasses, tell us a little about Krys and what makes them a premium choice for eyewear.

Krys is a popular brand in France that offers quality glasses at low prices. The brand cares as much about the style of its glasses as its accessibility for people.

"Filming choreography with a naked man for two days was interesting enough."

 

The spot is cheeky in nature and comes across as fun and whimsical–were there any funny or interesting moments while making this campaign?

Filming choreography with a naked man for two days was interesting enough. The dance is very free and funny–it makes for a relatable moment because most people have probably had a moment where they let loose and danced like this themselves.

Was the dance choreographed or did the actor improvise? How do you think this makes “The Dancer” more relatable and effective?

The dance was choreographed with a choreographer, but the actor also used a lot of improvisation. It must be said that he’s a real dancer, really talented and full of ideas.

What has been the response to this campaign?

The campaign was very well received. The “True Survivor” music with its ‘80’s style and the humor made people laugh a lot.

What are you most proud of about this campaign?

Doing something silly to sell serious stuff.

Do you have a funny story about a personally embarrassing moment at work or in your personal life that you want to share with us?

I’m answering these questions while dancing naked in the middle of my open space.

Danielle Smith is the Communications Manager of Havas Group. She’s believes every meal can be tacos if you have tortillas and the heart to try.

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