Today designer sunglasses manufacturer Bay-Ran announced that it has selected a new spokesmodel for its line of men's sunglasses - Rabbi Ovadia Yosef, former Sephardic Chief Rabbi of Israel. This choice comes as a surprise to many who had been following Bay-Ran's search for the newest brand face. Many had speculated that it would be a young superstar like Justin Beiber or Channing Tatum, who was recently listed as the Sexiest Man Alive by People Magazine.
Explaining the decision, a Bay-Ran employee said that the company wanted to stay away from the obvious choice and any celebrities who might bring controversy to the brand.
"After an extensive search for a new spokes model, we chose Rabbi Ovadia Yosef. There is not one photograph of him without sunglasses, so we knew we would be getting plenty of face time with him," stated the Bay-Ran Spokesperson.
Since its founding, Bay-Ran has constantly pushed the edge of both fashion and culture. For its 75th anniversary, Bay-Ran featured an ad campaign with gay men and fiercely stood behind the campaign saying that their ads feature people courageously expressing themselves and their uniqueness.
Rabbi Ovadia Yosef perfectly embodies the Bay-Ran brand image and value system. Not only is he recognized as a religious scholar and politician, but he also has unique flare for fashion. For those not familiar with Rabbi Ovadia Yosef, he wears a black robe that is bedazzled with more gold than the typical rap star. Rabbi Ovadia Yossef embodies the unique combination of personal style, pop culture, and progressiveness that Bay-Ran has been looking for in a spokes model.
"When Bay-Ran first approached me, I was apprehensive, but then I agreed to be the spokes model for Bay-Ran because I felt as if it must be a divine calling. It has nothing to do with the money," stated Rabbi Ovadia Yosef. "Bay-Ran glasses make everything hip and sexy. That is why I plan to wear them while praying."
While Bay-Ran admits that most people have not heard of Rabbi Ovadia Yosef, the company believes that he will soon be known around the world as the newest symbol of the brand's image.