# Emotional Sunglasses Ads This Ray-Ban Ad Helps Shape the Brand's Identity By Riley von Niessen | Published 2016-05-20 | Updated 2016-05-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rayban-ad References: [adweek](http://www.adweek.com/adfreak/ray-ban-latest-brand-have-people-stare-each-4-minutes-and-see-what-happens-171528) & [mr-mag](http://www.mr-mag.com/ray-ban-debuts-new-ittakescourage-campaign/) This [Ray-Ban](https://www.trendhunter.com/trends/rayban-meta-smart-glasses) ad works to compliment the brand's identity by relating to consumers emotionally and showing the diversity of people who can connect to it. The video for the company's campaign '#ItTakesCourage' shows strangers telling one another their stories and revealing events that shaped them into the person they are. Titled 'Eye to Eye // A Social Experiment In Courage,' the video is introduced with the idea that looking into someone's eyes for a prolonged period of time can form a deep connection with them. As the strangers interact, they learn to understand someone who at first seems very unlike themselves. The stories told by the strangers in the Ray-Ban ad connect to consumers by appealing to them on a more genuine level, telling them to [embrace who they are](https://www.trendhunter.com/trends/adidas-originals-new-campaign) and not be afraid to express themselves. Other Ray-Ban ads for the same campaign show images of people pushing themselves beyond their insecurities and fears. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 29% | Activity: 85% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Emotional Advertising:** Opportunity for brands to connect with consumers on a more genuine and emotional level through storytelling and relatable experiences. - **Diversity in Advertising:** Opportunity to showcase diverse individuals in advertising campaigns to promote inclusivity and resonate with a wider audience. - **Empowering Self-expression:** Opportunity to empower individuals to embrace their true selves and express their individuality through advertising campaigns. ### Sectors Adopting This - **Eyewear:** Disruptive innovation in the eyewear industry by creating emotionally resonant advertising that promotes self-expression and inclusivity. - **Marketing and Advertising:** Opportunity for marketers and advertisers to incorporate emotional storytelling to forge stronger connections with consumers and drive brand loyalty. - **Social Experiments:** Disruptive innovation in the field of social experiments by using prolonged eye contact as a means to create meaningful connections and promote empathy. ## Related on Trend Hunter - [Smart Glasses-Compatible Ads](https://www.trendhunter.com/trends/rayban-meta-smart-glasses.md) - [Motocross-Inspired Eyewear Campaigns](https://www.trendhunter.com/trends/eyewear-campaigns.md) - [Reimagined Eyewear Campaigns](https://www.trendhunter.com/trends/hookipa-ultra-campaign.md) - [Bravery-Celebrating Short Films](https://www.trendhunter.com/trends/all-is-beauty.md) - [Meaningful Relationship-Encouraging Campaigns](https://www.trendhunter.com/trends/iceberg-vodka.md) - [Feel-Good Ad Campaigns](https://www.trendhunter.com/trends/make-life-brighter.md) - [Color-Changing Eyewear](https://www.trendhunter.com/trends/rayban-original-wayfarer-change-transitions.md) - [Artist-Inspired Sunglasses Capsules](https://www.trendhunter.com/trends/lenny-kravitz.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md)