Gotham Intros Zyoptix via TV, Print, Web

NEW YORK Bausch & Lomb this week launches the first TV effort for its advanced laser eye surgery, the Technolas 217z Zyoptix system for personalized laser vision correction.

The multi-million dollar campaign, via Gotham in New York, also includes a print ad in the March issue of Prevention magazine and an Internet component.

The Rochester, N.Y.-based Bausch & Lomb said the Zyoptix spot would be the first in a $20 million 2004 TV campaign that will also feature commercials for ReNu MultiPlus solution, SofLens and Ocuvite PreserVision. Those three ads first aired nationwide last spring [Adweek, March 17].

The 30-second Zyoptix spot will run during the February ratings period on both network and cable shows. It shows a woman’s frustrations with her eyeglasses and ends with the woman without her glasses as her husband relates how thrilled she is with her improved vision after the procedure.