Focus groups revealed that 8 out of 10 anglers preferred Smith’s glasses over the leading brands. We couldn’t help but wonder, who are the other two guys? So began a series of short films about two guys that didn’t like Smith — Frank and Marty. At the start of the 2016 fishing season, we created a social media presence for our antiheroes and released a total of eight short online comedy films about Frank and Marty. Consumers got to deep dive into their low-tech world and watch them make their own fishing gear, which was in direct opposition to Smith’s advanced ChromaPop technology. It further cemented Smith’s promise of “Unfair Advantage” in the sports fishing community.