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Eyewear brand Ace & Tate runs sunglasses campaign... featuring no sunglasses


By Amy Houston | Senior Reporter

March 22, 2022 | 2 min read

Ace & Tate has just dropped its summer sunglasses collection but – plot twist – the majority of the ad campaign features no eyewear at all.


Ace & Tate campaign by Base Design / Ace & Tate/ Base Design

‘Bring on the Sun’ features new hues and a wide range of frames, but in a bold move the brand has put emphasis on the functionality of sunglasses rather than their aesthetic.

It works because it resonates. Everyone knows the feeling of squinting as the sunshine hits your face. The photographs play on the excitement that the upcoming sunny weather brings, while setting the brand apart from an influx of competing eyewear retailers.


It was created by ad shop Base Design, which was tasked with extending the brand’s audience beyond millennials, moving Ace & Tate away from its ‘adolescent’ image while also defining its unique personality.

This meant embracing Ace & Tate’s confidence, while developing a daring yet ‘less is more’ approach.

“The visuals speak for themselves; they embody a sunny spirit and cheerful mood,” the agency told The Drum. “The brand strikes that ‘Dutch Design’ balance: be thorough and serious about what you do, but stay offbeat.”


Founded in 2013 by Mark de Lange, Ace & Tate’s accessories are all made in Amsterdam. The organization recently committed to reach net-zero emissions by 2050.

The ad campaign has been amplified across social media, with many users applauding the brand for its creativite approach.

Ace & Tate: Bring on the Sun by Base Design

By Ace & Tate

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