New B&L TV Spots Air

Three new TV spots by Warwick Baker O’Neill for Bausch & Lomb’s General Eye Care line shift the client’s ad focus from a benefit-specific, problem-solution approach. The new ads tap into the consumer’s association with the preciousness of the eye, in a “celebration of imagery,” according to agency president Kevin O’Neill.
The campaign also unites three products under the B&L brand, and gives “an emotional bond” to the line’s existing messages, according to B&L’s Jeff McLean, vice president, lens care, who oversees the line.
Products in the GEC line had been advertised separately with different taglines, but the client wanted to make better use of “the latent power in the Bausch & Lomb name,” said O’Neill.
One spot introduces Computer Eye Drops, another relaunches Moisture Eyes (previously called Sensitive Eyes) and the third touts Opcon-A, an allergy treatment recently made available without a prescription.
For Moisture Eyes, images of a woman in black chiffon...