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Press
03/10/2009
Hollywood legend Raquel Welch is once again behind those Foster Grants!
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Since the 1960s, the phrase “Who’s that behind those Foster Grants” has been synonymous with the hottest Hollywood celebrities. Named one of the top 100 advertising campaigns of all time by Advertising Age, the campaign has featured many of Hollywood’s brightest stars donning a pair of Foster Grant sunglasses. Raquel Welch has appeared in several of the most popular ads in the campaign.
Raquel Welch is currently the star of a national television advertising campaign for the Foster Grant Reading Glasses collection. FGX International plans to spend over $12 million in measured media on consumer television advertising in 2009. The ads are created by Ferrara & Co. of Princeton, NJ and produced by legendary television director Bob Giraldi.
“Whether you are a well-known celebrity or live anonymously far away from the glare of paparazzi, you aren’t immune from having your eye sight change once you reach your late 30s,” said Richard Kornhauser, FGXI Executive Vice President and Chief Marketing Officer. “As she helped make the brand’s signature tag line a household phrase, it is only fitting that we welcome Ms. Welch back to our advertisements to promote the Foster Grant Reading Glasses collection.”
Reading Glasses are typically worn by men and women 35 years and older, a demographic that is rapidly growing and is highly aware of Raquel Welch and her tremendous popularity.
Raquel Welch became an instant icon when she burst onto movie screens in the sci-fi classic One Million Years, B.C. From this unforgettable beginning she went on to portray motion picture heroines in such films as The Three Musketeers (for which she won a Golden Globe Best Actress Award), 100 Rifles, The Last of Sheila, Fathom, Hannie Caulder, Kansas City Bomber; the seductress Lillian Lust in the original Bedazzled; and the outrageous Myra Breckinridge.
While the world often focused on her beauty and Time Magazine dubbed her “America’s number one sex symbol,” Welch strove to counteract that perception. Not content to rest on her laurels, Raquel made a remarkable leap when she took Broadway by storm in Kander and Ebb’s hit musical Woman of the Year. Her run in the show broke all records at the famed Palace Theater and won praise from fans and critics alike; thus shattering the myth that she was simply a celluloid invention.
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