Publicité Alain Afflelou avec Sharon Stone (réalisée par Luc Besson)
Alain Afflelou sought to refresh its brand image, moving beyond price-focused messaging to a more aspirational, stylish positioning. They aimed to increase brand desirability and appeal to a broader, fashion-conscious audience in France, using a high-impact campaign featuring a global celebrity.
Creative Idea
Sharon Stone led a flash mob, linking celebrity glamour to eyewear.
Alain Afflelou leveraged Sharon Stone's iconic allure and a vibrant flash mob, set to a pop hit, to transform eyewear from a functional necessity into a statement of confidence and aspirational style, making the brand synonymous with celebrity chic.
The Hollywood Pivot That Redefined Optical Retail
A Strategic Shift to Premium Fashion
Launched on Valentine’s Day 2015, this campaign marked a radical departure from Alain Afflelou’s traditional "buy one, get one free" messaging. By partnering with Sharon Stone and director Luc Besson, the brand successfully transitioned from a discount retailer to a premium fashion player. The impact was immediate: Group Afflelou reported a 16% revenue increase during the 2015 fiscal year. The media blitz was massive, featuring a TV rotation of 30 and 45 - second spots supported by an OOH plan of over 20,000 faces across France and Spain.
The Dior Contract and AmfAR
The collaboration was years in the making. Stone revealed she had met Alain Afflelou previously but was legally restricted by an exclusive contract with Dior. Once that agreement ended, Afflelou moved quickly to sign her to a three - year exclusive deal. A key component of the partnership was philanthropic; the brand committed to a yearly financial contribution to AmfAR, the AIDS research foundation Stone has championed for decades.
Filming at the Palais Royal
Directed by Luc Besson through his production arm Blue Event, the spot was filmed in the historic Galleries of the Palais Royal in Paris. To the upbeat rhythm of Meghan Trainor’s "All About That Bass," Stone led a high - fashion "paparazzi" walk surrounded by a diverse cast of dancers and locals. In a bold move for the brand’s legacy, Stone was permitted to "flip" the iconic 30 - year - old slogan. Instead of the classic "Il est fou, Afflelou," she looked directly into the camera to tell the audience: "Vous êtes fous ! Moi, c'est Afflelou." (You are crazy! For me, it's Afflelou).
Creative Strategy Deconstructed
Company
Alain Afflelou had the budget and ambition to secure top-tier celebrity endorsement and high-quality production for its eyewear.
Category
Optician advertising often focused on functional benefits or price, lacking the glamour and aspirational lifestyle appeal.
Customer
The audience desired eyewear that offered style, confidence, and a touch of celebrity aspiration beyond mere vision correction.
Culture
Celebrity endorsements, pop music integration, and viral flash mob aesthetics were strong cultural trends.
Company
Alain Afflelou had the budget and ambition to secure top-tier celebrity endorsement and high-quality production for its eyewear.
Category
Optician advertising often focused on functional benefits or price, lacking the glamour and aspirational lifestyle appeal.
Strategy:
Elevate brand perception by associating with aspirational cultural icons and engaging entertainment.
Customer
The audience desired eyewear that offered style, confidence, and a touch of celebrity aspiration beyond mere vision correction.
Culture
Celebrity endorsements, pop music integration, and viral flash mob aesthetics were strong cultural trends.
Strategy:
Elevate brand perception by associating with aspirational cultural icons and engaging entertainment.
Strategy Technique
Borrow Equity
Alain Afflelou strategically borrowed equity from Sharon Stone's global celebrity and Luc Besson's directorial prowess. This instantly elevated the brand's image and cultural relevance.
Explore Technique
Creative Technique
Glorify somebody
The campaign prominently features Sharon Stone, celebrating her iconic status and charisma. Her presence elevates the brand, associating it with glamour and desirability.
Explore Technique
Craft Breakdown
This campaign masterfully blends celebrity charisma with a popular music track to create an infectious, highly memorable advertisement. The seamless integration of the brand message into the song and Sharon Stone's engaging performance elevates it to an exceptional level of brand communication.
Sharon Stone's charismatic and energetic performance is central to the ad's success, making the spontaneous celebration believable and engaging for the viewer.
The clever re-recording of 'All About That Bass' with branded lyrics is instantly catchy and sets the perfect celebratory and confident tone for the entire campaign.
The magic of this campaign arises from the perfect synergy between Sharon Stone's iconic star power, the catchy, repurposed pop anthem, and the vibrant direction that transforms a simple walk into an unforgettable, brand-centric celebration.
