Unsightly Images Are No-Shows for DVC

ATLANTA New television advertising for Doctors Vision Center by Howard, Merrell & Partners focuses on what patients don’t want to see.

Ads breaking Monday feature catchy phrases that are meant to cast images in viewers’ minds, according to Scott Crawford, the Raleigh, N.C., shop’s creative director. “Our challenge was to show that DVC is about much more than just fitting patients for glasses,” Crawford said. “It’s committed to a lifetime of better eye health.”

Three 30-second TV commercials that will air in regional markets feature white type on a black screen. Phrases such as “Chunky milk,” “The fiery gates of hell” and “Hip huggers on a 325-lb. plumber” are accompanied by the voiceover, “There are some things you never want to see … ” The spots conclude with the logo and tagline, “Better vision today. Healthier eyes tomorrow.”

Crawford said HM&P’s approach differs from traditional advertising for eye care providers. While some ads feature doctors in lab coats and focus upon vision care that will help patients see better, in this campaign the agency and client wanted to take a lighter approach and grab consumers’ attention with things they may not want to see.

“The creative plants a stake in the ground that DVC is different,” said Sandy Clinghan Smith, client vice president of marketing. “It comes at consumers in a way that is unexpected and rare in this business.”

The Interpublic Group agency plans to build brand awareness for DVC, a group of 85 independent optometrists in the Carolinas, Tennessee and Virginia. In addition to broadcast, the campaign will encompass print that will run in regional newspapers as well as posters.

Campaign spending was undisclosed.