Speks Is Seen in Fun Frames of Mind | Adweek Speks Is Seen in Fun Frames of Mind | Adweek
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Speks Is Seen in Fun Frames of Mind

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DALLAS WongDoody's first campaign for Speks Optical Salon uses humorous copy and a PSA-type approach to show the wrong eyeglass frames can be detrimental to one's social life.

Each of the three full-page ads for the Plano, Texas-based client consists mainly of headlines and body copy. In one, the headline reads, "Right now, unsuspecting shoppers are being sold birth control devices without their knowledge." The line below reads: "Unfortunate eyewear responsible for cosmetic sterility."

The copy goes on to explain that most shopping mall optical stores employ workers "who were working at the Orange Julius just weeks before." These workers, the copy states, do not know how to "craft a look that will set off smoke detectors." However, "the consummate professionals at Speks" do, the ad says.

The copy also addresses the issue of "What are your glasses saying about you." The answer: "Glasses, like any apparel, are signs to the opposite sex of your viability as a partner. The wrong fames can turn an 'open' sign into 'do not play on or around' or 'no stopping. Federal penitentiary.' "

Each ad also contains photographs of eyeglass wearers. The "birth control" ad features before-and-after photos of a Speks customer. In keeping with the tongue-in-cheek theme, the "before" photo features a plump woman with a scowl and big sunglasses. The "after" features a shapely blond wearing hip frames. There is also a section of the ad that invites the reader to "donate" to the Visualize-A-World-Without-Eyewear-Induced-Ugliness-Foundation.

Another ad addresses the connection between bad glasses and a perceived drop in intelligence. A third explores the ways the wrong glasses can lead to "eyewear-induced homeliness."

The series, which was created by Wongdoody's Dallas and Seattle offices, will run in this month's Plano Profile through February. The ads will also run in the Collin Quest starting in October. Campaign spending was not available.

Shop chairman Tracy Wong, who is also the campaign's creative director, said in a statement, "Using a public service announcement-like format makes the phenomenon funny, while also tickling the intelligence of the smart, savvy Dallas-area target consumer."