OPSM is emphasising the distinctive style of regular people in a brand campaign that signals a change in focus from eyecare to eyewear.

“Find your voice, then you get your style,” drawls philosopher, author and social activist, Dr Cornel West in the latest brand advertisement for eyewear and eyecare company OPSM.

The grungy, raw commercial directed by The Pool Collective’s Simon Harsent is part of a new brand campaign by the eyewear and eyecare brand that aims to shine a spotlight on people who have an “innate sense of style and self”.

It puts emphasis on OPSM’s eyewear to match the brand’s optometry credentials. The campaign is by Marcel Sydney and is the first in a new creative direction for the brand. It will run nationally via broadcast, online and across social media.

“Style is not just something that is found in the extraordinary and unreal settings of runways or magazines,” says Jee Moon, vice president of marketing at OPSM. “Style is found in the very real people we encounter everyday. So in sharing these stories, we hope to reveal something interesting and unique about our brand.”

Scott Huebscher, Executive Creative Director of Marcel Sydney, says: “The way Simon brilliantly captures people in his portraiture made him an obvious choice to direct this ad. And Dr Cornel West’s thoughts on style was the perfect way to complement the pictures.”

Cornel West is an American philosopher, academic, social activist, author, public intellectual and prominent member of the Democratic Socialists of America.

‘Style Is Why’ 60-second TV spot:

The campaign is the first major brand push since OPSM left creative agency Saatchi & Saatchi with which it had launched the ‘OPSM Loves Eyes’ brand platform and ‘Penny The Pirate’ campaign that was named one of the most effective in the world.

There are 309 corporate-owned and 71 franchise OPSM stores across Australia and New Zealand. It is a brand of global eye-related products and services corporation Luxottica.