Have you seen the latest series of Ray Ban ads, running in the May issue of Wired magazine?  If not, here they are.

What can we learn from them?

• Ads don’t need lots of copy to be effective
• Frequency gains awareness
• Consistency in copy builds brand positioning
• A great photo can make a great ad
• What’s in the background is as important as the foreground
• A little color is sometimes more effective than a lot
• Not everything has to be in the ad. A web site is great for extra info.
• Change has to be consistent.

The problem with most ads is inconsistency. With the Ray Ban ads, the photos change, but the message does not – be different boldly and with pride. The headline, logo positioning, logo color, web address for more info on the left, and  anniversary mark remain the same.

The message in the series is simple. Ray Bans are for the people who stand out from the crowd. What you see here are three of five interpretations of the same concept, but unwavering attention to a consistent, simple theme. Click here to see the complete campaign.  The ads are the latest in a five-year campaign. This year’s ads celebrate the company’s 75th anniversary and celebrate people who, throughout times, flout conformity in plain site.

The Walk-away: Ads that build brands are like walking shoes. They’re built to last (apologies to Jim Collins ) by solidly supporting the brand’s message. Whether you like them or not, they’re simple, reliable and get you where you want to go.