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Oakley & Mission Impossible 4

Tom Cruise Mission Impossible Ghost Protocol

Objective. 

Build brand awareness of the Oakley brand and product with film placement and association with the main character, Ethan Hunt (Tom Cruise).

Strategy.

Integrate the Oakley brand in a key scene of the film that features the character in an active role, using the glasses.

Tactics.

Oakley worked with Tom Cruise, stunt teams and props teams to build a special glass that required extreme eye protection for a key scene within the film.

Results.

The film featured Tom Cruise in a scene where he was climbing the Burge Building. The scene was the longest stunt sequence in the film and gave Oakley an on-screen presence and clear logo exposure for more than 10 minutes.  The film grossed $690 million worldwide = ROI value of $867,924 (conservative figure)

 

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