Whether they’re a hard head, hot head or air head, or simply have their head in the clouds, New Look has the eyewear for every Canadian. That’s the message of “Head for Glasses,” a new English-language campaign developed by lg2.

The campaign debuted April 18 and is running across TV, online video, social, radio and point-of-sale. Media was handled by Médialliance, Adviso and Touché.

The campaign is anchored by a 30-second spot that features representations of the aforementioned heads (eg: a glasses-wearing rock for hard heads, a glasses-wearing balloon for air heads, etc.) with animation from Rodeo FX.

“The new campaign retains the accessible approach that defines the New Look offering, with a strongly differentiated concept in a category that is very homogenous,” said lg2’s director of strategy, Stéfanie Forcier. “The ad is a friendly reminder to all Canadians who neglected their eyes during the pandemic to entrust them to New Look’s expertise.”

New Look introduced a more contemporary look and feel in 2020, and recently introduced a witty Quebec campaign inspired by the fact that eye exams were just one of the many facets of life interrupted by the pandemic.

Simon Parent, senior manager of communication and marketing for New Look, said the campaign is designed to continue the “distinctive approach” that represents the company’s marketing, while allowing it to showcase its expertise and stylish frames. “Our ‘Heads for Glasses’ campaign ticks off all the boxes,” he said.