Sir Trevor McDonald stars in Vision Express ad

Sir Trevor McDonald, the veteran newsreader, makes his advertising debut in a TV spot for Vision Express.

The ad, which is called "eyewitness", was created by Dare and will break on Channel 4 on Sunday, 7 June.

It opens on McDonald standing in a park and then cuts to old footage of him reporting across the world, as he talks about how the things he has seen have affected him.

At the end of the ad, a voiceover says that your sight can last a lifetime if you look after your eyes.

The new campaign develops Vision Express’ "Vision Taken seriously" position, which launched in February 2014 and was also created by Dare.

The work was written by Andrew Edelston, art directed by Pippa Harrigan, and directed by Ed Perkins through Lightbox. Simon Chinn, the Oscar-winning producer behind Man on Wire and Searching for Sugar Man, produced the spot.

Chinn said: "Vision Express and their agency Dare came to us because they wanted a film which has the look and feel – and production values – of some of the feature documentaries I have produced and it was really exciting to go on this journey with them – and of course to work with the legendary Trevor McDonald."