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Why do I think of the “Battle Hymn of the Republic” when I see these Pearle Vision spots? Oh, that’s right: since 2007, via Arnold, Pearle Vision has used “I have seen” as the dramatic, portentous, opening line of its campaign. It seems to echo the cadences of “Mine eyes have seen the glory…” Except there’s no coming of the Lord — instead, kindly opticians arrive to discuss what they’ve seen in helping their patients, um, see the world better.
The elevated language, along with the dramatically clear black-and-white photography, actually works.
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