A Lonely Pair of Sunglasses Gets a New Lease on Life in Dick Moby Eyewear Ad

Directed by Boris Booij, who is represented by Czar Amsterdam, the campaign follows the recycling process of an old pair of sunglasses into a new one, narrated in his own words. 

Not every product is a success, but that doesn't mean it can't become one. Such is the philosophy of eyewear brand Dick Moby, which only uses recycled and biodegradable materials for their products. Delving into the thoughts of a pair of sunglasses, the film tells the classic tale of an underdog turned hero after a transformation. The spot, which is titled ‘Looking Good for Your Planet’ follows the sunglasses journey as they are thrown away, disassembled, beaten up, ground down, and finally toasted into a success story. 

Creative director Tim Holland and director Boris Booij are old high school friends. Growing up in the '80s and '90s, both were big fans of TV shows like the A-TEAM and came up with the idea to depict the recycling process in the form of the old-school build montages from the A-TEAM and MacGyver. But just a bit more 2024. With much love and in collaboration with a fantastic team of creative professionals, this film was realised for almost no budget. 

The commercial is now live.