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Maui Jim Launches Global Creative Campaign with Promise of ‘It’s Going to be a Good Day’

The ad campaign will include television commercials, social media presence, and POS assets, officially launching on Friday, May 27.




(PRESS RELEASE) Premium eyewear and polarized sunglasses brand, Maui Jim, is launching a multi-faceted global creative campaign inspired by positivity. “It’s Going to Be a Good Day” highlights daily opportunities to experience moments of wonder and hope—starting with our views.

Positive intentionality is rooted in the brand’s guiding principle and way of life—the spirit of aloha. The coordination of mind and heart across the brand is reinforced in the campaign’s message of inclusivity and diversity, as well as the brand’s ongoing commitment to support its retail partners.

Developed in partnership with the Doe Anderson agency, and led by director Ze’ev Waismann, the campaign took its creative lead from the ‘Maui Jim moment’. “When you put on your Maui Jim eyewear, your vision is clearer and the world around you is more beautiful,” says Diego de Castro, Senior Director of Brand Marketing and Management for Maui Jim. “This simple moment has the power to shift perspective, where you might think to yourself, ‘It’s going to be a good day!’ The debut of this campaign could not come at a better time, and we hope to spread more positivity through its message.”

For the first time ever, there will also be a dedicated commercial focusing on Maui Jim as a complete eyewear brand. It will showcase eyeglasses and their most popular ophthalmic lens material, Maui Blue Light Protect™, which can be found exclusively through the brand’s prescription retail partners.

The ad campaign will include television commercials, social media presence, and POS assets, officially launching on Friday, May 27. The first commercial can be found here with more to follow throughout the summer.




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