Clarke Goward Intros First Proclear Print Work

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Extreme close-ups of eyes are used in Clarke Goward’s first consumer ads for Proclear.

In one execution, the copy, which appears in the center of the pupil, reads, “Over time you get used to contacts irritating your eyes. Of course, over time you get used to dogs wearing little sweaters, but that still doesn’t make it right.” The ad concludes, “Contacts have always irritated your eyes, so you figured that’s just the way it is. Well, not with Proclear Compatibles.

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