Specsavers has enlisted sports commentator and former footballer Ian Wright and comedian Stephen Fry to help raise awareness of the importance of eye health.
"Don’t lose the picture" was created by Specsavers’ in-house creative agency and shows Wright wearing a pair of glasses and poorly describing a painting that he is looking at, saying things such as: "There’s mountains behind her, so it’s not Croydon."
When the camera zooms out, the viewer sees that he is actually looking at the Mona Lisa. Fry provides the voiceover.
Specsavers will launch a series of other ads as part of the campaign, with Wright trying to describe iconic landmarks.
Activity includes an augmented-reality filter on Faceboook and Instagram that shows the effects of different eye conditions, in partnership with influencers.
The work launches during ITV’s Who Wants to be A Millionaire on Sunday 1 September and will run across TV, out-of-home, cinema and radio. It was written by Geoff Alderton and art directed by Naomi Bishop, and directed by Benjamin Green through MindsEye.
Media planning and buying is handled by Manning Gottlieb OMD, which retained the £45m business after a review last year.
Graham Daldry, creative director ar Specsavers, said: "This is the most complex integrated advertising campaign we’ve produced so far and is to the credit of a large and multiskilled creative team. We were lucky to be able to work with Ian Wright, who has given this year’s ‘Don’t lose the picture’ campaign warmth and personality along with his trademark wry humour."