Ogilvy & Mather has launched a TV advertising campaign for the optical retailer Vision Express, its first major ad since it won the business in January 2000.
Breaking nationally on 25 February, the first of three films in the campaign features the Vision Express chairman, Daniel Abittan. He was first cast in the starring role of the ads while the account was held by Ammirati Puris Lintas.
Abittan is seen extolling the virtues of the company's new Customlights range of glasses. The range is designed not to slip off the face even under extreme circumstances.
To demonstrate, Abittan's hapless assistant 'George' is wheeled in and strapped to a mechanical bucking bronco. While the bronco is throwing George around, the shot periodically freezes to show how exact the measurements have to be for them to fit so well.
Eventually, George is thrown off - but his spectacles stay in place.
The second film will feature Vision Express's Enhance range of contact lenses and has George using the lenses to read a numberplate as part of his driving test.
Both films use the endline: 'Experts with vision.'
The ad was written by Dave Williams and art directed by Paul Burch. It was directed by Mike Stephenson through the Paul Weiland Film Company.
Media planning and buying is through Universal McCann.
Vision Express, which operates more than 100 stores in the UK and is a subsidiary of the French company GrandVision, appointed O&M to handle its advertising in January 2000. O&M beat McCann-Erickson, Leo Burnett and Joshua to win the account.
Lowe Lintas had resigned the business at the end of 1999 because it clashed with the agency's pounds 4 million Dolland & Aitchison business once APL had merged with Lowe Howard-Spink.