Vision Express "Vision. Taken seriously" by Dare

Vision Express has unveiled a new brand identity in its latest TV ad – and its former brand ambassador, the celebrity chef Heston Blumenthal, is nowhere to be seen. Dare created the spot, which first aired on 23 February and introduces Vision Express’ new strapline: "Vision. Taken seriously." The ad features a haunting soundtrack and shows stylised close-ups of parts of an eye, before focusing on a smiling baby. A voiceover then says: "When you take your eye health seriously, vision can last a lifetime." The work was created by Jessica Morris and Chloe Pope, and directed by Roman Rütten through 1stAveMachine/Fieldtrip.