The facts

My husband bought a pair of William Painter sunglasses after falling in love with this advertisement:

I then showed the video in my office, I found it absolutely inspiring. We agreed on the geniality of the campaign behind the ad but I also got this link:

A pair of sunglasses with a hook to open a bottle for 7.29 dollars.

The first obvious difference I can state between the two sunglasses is the quality. We are willing to pay money for a product if we know that our money is worth it.

Of course in the ad they are over-exaggerating. The whole ad is an over-exaggeration. Is there such a thing as Aerospace Grade Titanium? I will not research on it and actually it does not matter.

The quality of the ad is already professional enough to let me believe they do care about the customer. It is like a well designed website. If the user has the impression that you care for them so much and you are willing to pay good money for a good website, they are already on the right path to believe that your product will be as much as professional as your website, or in this case advertisement.

The first statement of the ad is based on a common discussion. A lot of sunglasses on the market are just plastic. And you pay a lot of money for a design that do not give you the required amount of quality back. They are made of plastic and they brake. Or you loose it. Or someone steals it.

Here we move to the second point of the campaign. We all had the annoying experience of loosing a pair of sunglasses. Everybody knows that. But using those bad feelings to reassure the user that they will get a discount for a new pair is just right. You brake it? Impossible. Do you remember? They are made of Aerospace Grade Titanium. They do not brake. You get a life warranty.

But your girlfriend could love them so much that she could take them.

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