"Heist"

5 May 2026

1 min 36s

Eye spy.

This action-packed ad for AIM eyewear has a man racing through the streets of London with precious cargo inside a metal case as others seek to get their hands on the cool sunglasses. It has a gonzo feel and DAVID can't help wondering whether this was shot guerilla-style without the proper permits having been secured... if so, we applaud its makers' audacity, and, if not, we applaud them anyway for achieving this anarchic feel.

It's all a load of hokum but it's fun hokum and that's what counts. It's great to see brands like this commissioning ambitious work, and we expect director Sophia Ogilvie and her team had a lot of fun shooting this.

UK

Eyewear