Ray Ban Appeals to the Uncool Cool

Alongside that chic McBride run for its Never Hide campaign, Ray Ban is also pushing this funny little YouTube effort that both laughs at and laughs with the hipsters.

Really. It's a pair of dudes wandering around catching Wayfarers with their faces.

But that aside, it does a good job of taking the occasional stodginess associated with Ray Ban and demonstrating how the post-post-modern uncool-cool kids have invested it with new life.

And in a really uncool way, we sort of dig the minimalist PR letter that came with the video, courtesy of Feed Company:

Morning Angela,

Never pretend.

Never be afraid.

Never give up.

Never Hide.

Now playing http://www.youtube.com/watch?v=-prfAENSh2k

The first among many.

The most fashionable thing to be is yourself. (ps you got that covered)

Aww. They really do know what the monster wants.