Vision Direct ad highlights the 'horror' of glasses

Vision Direct, the online contact lenses retailer, has kicked off a £2 million national TV campaign, which demonstrates the horror of running out of contact lenses.

Vision Direct: latest ad compares glasses to 'plastic monsters'
Vision Direct: latest ad compares glasses to 'plastic monsters'

The ad, called "plastic monsters", begins with a girl asleep in bed. She wakes up in shock as she realises she has run out of contact lenses, and will have to wear "plastic monsters" – her spare glasses – to work the next day.

It then promotes Vision Direct’s next-day contact lens delivery service, with the line "never run out of contact lenses again".

The ad was created by Big Al’s Creative Emporium co-founder and creative director Tom Burnay and directed by Stuart Elliott.

Goodstuff handled the media for the £2 million campaign, which will appear on Sky 1 HD and ITV2 and is being promoted on the company’s website and social media and YouTube channels.

Ashley Mealor, Vision Direct’s group marketing director, said: "At Vision Direct our focus is on making it easy to order your contact lenses online, with superfast, next day delivery.  

"Our Plastic Monsters TV ad highlights the benefits of our service in a fun, playful way – showing consumers that they need never to be stuck wearing their spare glasses at the office or on a night out again."




Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published