CommercialsPop PromosShort Films    UKInternational
Ray-Ban x Meta
'Coco Gauff'
26 November 2023 2 mins

This is a very interesting approach to advertising an innovative new product, because there is astonishingly little focus on the interactive aspects of this device, which is the result of a collaboration between Ray-Ban and Meta. Instead, front and central is charismatic tennis star Coco Gaulf. Her voice-over reveals a certain weariness with the way she is perceived as being nothing more than a practitioner of her sport.

In fact, of course, there is much more to her than that, although a lot of her extra curricular activities are limited by her fame, and require her to fulfil marketing duties which are a direct result of her prowess on the tennis court.

Parts of this suggest the entire film could have been more fun, but it feels as though various constraints limited what the directors were able to do. The shot of her lying down surrounded by tennis balls demonstrates a gameness on Gauff's part and playfulness from directors Nono Ayuso and Roderigo Inada, and DAVID wishes there was more of this.

The device is almost advertised by stealth, with various moments where aspects of it are highlighted. Combined with astute social media marketing, this feels like an approach which is likely to intrigue the target market.

Product Category: Eyewear

Territory: USA



production
Partizan
Director: Nono Ayuso / Rodrigo Inada
Producer: Anastasia Counihan
DOP: Patrick Golan
color
Company3
Colourist: Kath Raisch

  Ray-Ban x Meta - 'Coco Gauff'


Ray-Ban x Meta
'Coco Gauff'
26 November 2023 2 mins

This is a very interesting approach to advertising an innovative new product, because there is astonishingly little focus on the interactive aspects of this device, which is the result of a collaboration between Ray-Ban and Meta. Instead, front and central is charismatic tennis star Coco Gaulf. Her voice-over reveals a certain weariness with the way she is perceived as being nothing more than a practitioner of her sport.

In fact, of course, there is much more to her than that, although a lot of her extra curricular activities are limited by her fame, and require her to fulfil marketing duties which are a direct result of her prowess on the tennis court.

Parts of this suggest the entire film could have been more fun, but it feels as though various constraints limited what the directors were able to do. The shot of her lying down surrounded by tennis balls demonstrates a gameness on Gauff's part and playfulness from directors Nono Ayuso and Roderigo Inada, and DAVID wishes there was more of this.

The device is almost advertised by stealth, with various moments where aspects of it are highlighted. Combined with astute social media marketing, this feels like an approach which is likely to intrigue the target market.

Product Category: Eyewear

Territory: USA



production
Partizan
Director: Nono Ayuso / Rodrigo Inada
Producer: Anastasia Counihan
DOP: Patrick Golan
color
Company3
Colourist: Kath Raisch

Ray-Ban x Meta 26 November 2023
'Coco Gauff' 2 mins

by Jason Stone

This is a very interesting approach to advertising an innovative new product, because there is astonishingly little focus on the interactive aspects of this device, which is the result of a collaboration between Ray-Ban and Meta. Instead, front and central is charismatic tennis star Coco Gaulf. Her voice-over reveals a certain weariness with the way she is perceived as being nothing more than a practitioner of her sport.

In fact, of course, there is much more to her than that, although a lot of her extra curricular activities are limited by her fame, and require her to fulfil marketing duties which are a direct result of her prowess on the tennis court.

Parts of this suggest the entire film could have been more fun, but it feels as though various constraints limited what the directors were able to do. The shot of her lying down surrounded by tennis balls demonstrates a gameness on Gauff's part and playfulness from directors Nono Ayuso and Roderigo Inada, and DAVID wishes there was more of this.

The device is almost advertised by stealth, with various moments where aspects of it are highlighted. Combined with astute social media marketing, this feels like an approach which is likely to intrigue the target market.

Product Category: Eyewear

Territory: USA



production
Partizan
Director: Nono Ayuso / Rodrigo Inada
Producer: Anastasia Counihan
DOP: Patrick Golan
color
Company3
Colourist: Kath Raisch