The Richards Group Introduces Owl for America’s Best

By Erik Oster Comment

The Richards Group launched its first campaign for America’s Best since being named agency of record in April, introducing a new owl character for the brand.

In “Stop It” and “Keep Up,” the bespectacled bird of prey informs people that they payed too much for their glasses, pointing them to America’s Best deal offering two pairs of glasses and an eye exam for $69.95. Despite his service to these people, during the daytime no less, the poor bird is then made to endure insufferable “who” jokes, which he is understandably grump about. The 30-second spots are the first two of four for the national campaign, with ads entitled “That’s Who” and “Turn” to follow.

“With the owl, we wanted to break through the typical category spots that show customers perusing frames on a backlit wall,” said The Richards Group principal Dale Hruby. “Instead, we wanted to show the personality of the brand in a way that was both endearing and enduring.”

“The ‘Owl’ campaign hits all the right marks for our needs,” added America’s Best senior vice president of marketing Paul Gross. “In the review process, The Richards Group introduced us to our new icon, the owl, and their creativity has brought this character to life in a way that showcases our brand personality and details our benefits to our customers. And since this was the campaign they presented in the final stage of our search for an agency partner, we didn’t have to start over once we made our agency decision. That got us into the market faster.”

Credits:
“Keep Up” :30
Client: National Vision, Inc.
Brand: America’s Best Contacts & Eyeglasses
Campaign: “Owl”
Agency: The Richards Group
Principal: Dale Hruby
Director: Matt Miller
Production Company: Cap Gun Collective
Production Company EP: Matt Abramson
Animation: The Mill Chicago
Animation Producer: Krystina Wilson
Lead CG Artist: Adam Carroll
Post House: Charlie Uniform Tango
Editor: James Rayburn
Producer: Jeff Elmore
Creative Director/Art Director: Jeff Hopfer
Creative Director/Copywriter: David Eastman
Producer: JR Dixon

“Stop It” :30
Client: National Vision, Inc.
Brand: America’s Best Contacts & Eyeglasses
Campaign: “Owl”
Agency: The Richards Group
Principal: Dale Hruby
Director: Matt Miller
Production Company: Cap Gun Collective
Production Company EP: Matt Abramson
Animation: The Mill Chicago
Animation Producer: Krystina Wilson
Lead CG Artist: Adam Carroll
Post House: Charlie Uniform Tango
Editor: James Rayburn
Producer: Jeff Elmore
Creative Director/Art Director: Jeff Hopfer
Creative Director/Copywriter: David Eastman
Producer: JR Dixon

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