Afflelou gives the best role to Sharon Stone

Who said that the muses were in decline? Surely not Alain Afflelou. After widely publicized last November signed a three-year contract with the American actress Sharon Stone, the founder of the brand optical, sixty-seven, diffuse since last Saturday, when the Saint -Valentin the 30-second spot as expected, signed ... Luc Besson. Beautiful poster! A news-magazine campaign began the previous Thursday. One who, in the 1980s, epitomized the brand in all its advertising campaigns, to the point of attracting some sarcastic remarks (or diversions at "Groland" on Canal + and others), is being replaced and flattering way.
At fifty-six, the actress, in turn, seized the opportunity to make a return publicized on television. The businessman, he continues, is it indicated in the Afflelou society, the shift initiated last year in its communication strategy. After the man who "has democratized the glasses," he launched in 2014 the Afflelou claw with more chic and trendy frames ("Tonic" at 99 euros and "1972" at 199 euros), although financially accessible.
Upmarket
But to win his bet, the sign must win the second step: get rid of its low cost image to gain glamorous, chic and elegance. In short, if "Premium brands" go upmarket. All that this country has substantial financial resources (although stubbornly silent), seems to promise.
Orchestrated around the world, it was designed in-house (the contract of Afflelou with BETC Havas is interrupted after ten years), and follows to the letter all the rules of the genre. A familiar historical Parisian setting all without being a caricature: the Royal Palace. A face of global stature, known as much for his guilty appetite for ice picks and insolent poses ("Basic Instinct"), which won for his Golden Globe in 1996 for her performance in "Casino" and his talents as an She allows him to raise money order caricatif ...
The spot will even incorporate a hint of self-mockery in the way of Nespresso and George Clooney: Sharon Stone stroll in one of the galleries of the Palais Royal, Wayfarer sunglasses nose, to the applause of onlookers before which it poses. At the end of the spot, the actress, pushing the door of a shop Afflelou, turns to the audience exclaiming falsely surprise: "You're crazy! Me is Afflelou "amid" All about that bass »Meghan Trainor & Kevin Kadish. One way to perpetuate the history of the brand, the first spot in 1986 proclaimed: "It's crazy to Afflelou" Alain Afflelou, himself, in the role of "handsome optician" surrounded by a circle of admirers enamored. "It was originally a mnemonic device to remember the name of Afflelou" would later confess Marielle Durandet BETC Havas, then in charge of the budget.
Bingo! The slogan will be repeated countless times, especially in the Tchin-Tchin campaign, the first spot was in 1999. Before that, in 2001, the signature becomes "It's crazy, Afflelou" opticians offering one second pair of glasses for 1 extra euro.
Incidentally, Alain Afflelou has cleverly circumvent the traditional trap of "spot muse 'means the use of a star already overused and whose impact has become therefore insignificant ... to choose Sharon Stone, long under exclusive contract with Dior. Valuable advertising virginity in a saturated identical faces universe ... but forbade him to accept the collaboration offered him Affelou. The Dior contract being completed, both have reconnected it two years ago and signed a deal 'win -win ". The campaign will run for three weeks.