Eyes get workout in Vision Express TV spot

LONDON - A pair of eyeballs gets a major workout at the gym in Miles Calcraft Briginshaw Duffy's new TV ad for Vision Express.

The ad features two men with giant eyeballs for heads wearing shorts and sweatbands. They start exercising and are timed and monitored by two muscle-bound, eyeball-headed trainers.

The workout, which shows the eyeballs using a running machine, skipping and lifting a giant dumb-bell together, ends with the trainers pulling down a giant pair of glasses that frame the pair of eyeballs.

The campaign aims to highlight the health credentials of Vision Express.

Project
Eyeballs
Client
Karen Williams, head of marketing, Vision Express
Brief
Create a memorable campaign with cut-through to promote Vision Express that highlights its health credentials and is flexible enough to also promote its great offers and extensive range
Creative agency
Miles Calcraft Briginshaw Duffy
Writer
Gavin Torrance
Art director
Danny Hunt
Planner
Mary Tucker
Media agency
Walker Media
Media planner
Chris Smith
Production company
Partizan
Director
Valerie Pirson
Editor
Christophe Williams, The Whitehouse
Post-production
Smoke & Mirrors
Audio post-production
Wave
Exposure
National TV