"2025 Bold"

26 August 2025

60s

Leveraging the vibe of a younger generation.

Eyewear brand Gentle Monster have launched their bold 2025 range with this stunning ad featuring Tilda Swinton as a messianic brand advocate climbing a modernistic temple before hurling herself towards the waiting hordes for some audacious crowd surfing. It is completely nuts, and an immensely clever way for the brand to broaden its visibility.

Director Mau Morgó, aided and abetted by his fully committed star, has turned every dial to the max in a bid to ensure maximum attention, and that's exactly what a brand needs in this sector of the market.

The casting of Tilda Swinton is perfect. She has an ageless coolness which will appeal to the target market - older individuals with disposable income trying to stay relevant by leaning towards brands that seem to be targeted towards a younger generation. But Gen Z and Gen Alpha probably think she's pretty cool too... because she is!

UK

Eyewear