Disrupting Your Face

Watch Warby Parker’s First TV Ad, Targeted Exclusively to Hipster Homes

The 30-second spot comes with a reading list.
screen shot 2012 09 20 at 12 20 14 pm Watch Warby Parkers First TV Ad, Targeted Exclusively to Hipster Homes

(Photo: Warby Parker)

All that company-subsidized beer pong must be inspiring. Warby Parker*, the online glasses retailer, has decided to expand its marketing efforts to the small screen. Rather than just promote their $95 try-at-home model on the web or through cool kid pop-up stores and kiosks in Standard hotels, the company is investing $250,000–a small fraction of its $50.3 millon in VC funding–in a small-scale, highly-targeted TV ad strategy.

The New York Times reports that the company is saving money by sending the ad, featuring anthropomorphized eyeballs riding on unicycles, to its (very) particular target market:

To be thrifty with its dollars, the company will run the spot on Dish TV and DirecTV using addressable technology, which enables the spot be aimed more precisely to the Warby Parker demographic target: men and women ages 18 to 34 who like to buy designer-style eyewear at lower prices.

Yes, Dish and DirecTV subscribers, apparently your cable provider knows your budget and predilections where spectacles are concerned.

You can check out Warby Parker’s stylish inspiration board for the 30-second national spot, assiduously annotated with references to artifacts both highbrow and kitsch. Scholars of the brand’s quirky sensibilities can even peruse a reading list to go along with the commercial–no doubt anticipating an HBS class on preciousness in ad strat.

Personally, we’re rather partial to the video Warby Parker made last year starring photographer Noah Kalina, veteran chronicler of Silicon Alley’s far out founders. What can we say? We’re suckers for a little sexual innuendo.

*Disclosure. 

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