DDB: Essilor’s Easier on the Eyes

The fast-blinking left eye of a man tells him he needs to get Essilor of America’s Crizal anti-reflective lenses to reduce the effects of glare in a national campaign from DDB.

The 30-second spot by the Dallas agency breaks on cable television stations today and targets eyeglass wearers between the ages of 25 and 54.

“We were looking for shock value,” said DDB executive creative director Steve Sweitzer. “The idea is what if abody part talked to you when itwas in pain? It was pretty simple after that.”

Essilor of Dallas positions Crizal as lenses that eliminate the glare of artificial lights, computers and night driving, which often leads to discomfort. The brand competes with another Essilor anti-reflective product, Reflection-Free NP, and with Zeiss lenses.

The effort marks the first time Essilor has targeted Crizal directly to eyeglass wearers. “We’re trying to educate consum-ers,” said agency worldwide brand planning director Ruth Parr. “[Lenses] are often the last thing doctors mention, so part of the idea is that consumers will think about it early in the process. When it’s mentioned, they won’t think [it’s because] doctors are just adding to their profits.”

An Essilor representative said the campaign is a “multi-million dollar” effort.

The company spent $10 million on media through October 2002, according to CMR.