Visionworks Says New Advertising Campaign Positions the Company for New Growth

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SAN ANTONIO, Texas—Visionworks has launched a new brand campaign, “See the Difference," that the optical retail company said will position it for a “new phase of growth.” The campaign is designed to introduce audiences “to a comedic cast of villainous eyecare executives intent on making the industry as complex as possible,” Visionworks said in its announcement on Monday. The multimedia effort also is intended to show audiences that "eyecare really doesn't have to be that difficult," the announcement noted.

Visionworks, a 700-store retail business, is in the midst of being acquired by VSP Global, as VMAIL reported late last month. VSP said the transaction is subject to completion of regulatory approval.

In this week’s announcement, Visionworks said its new brand direction “embraces an honest and relatable tone, promising simplicity and transparency in the eyecare experience—a welcome change in an otherwise opaque and confusing industry.” Two ads in the campaign can be viewed here, "Imitation Game," and here, "Air Quotes." 

The “See the Difference" campaign began with limited exposure in June, with the full campaign work debuting July 8, running across TV, online video, social, print and radio, the announcement noted.

“Visionworks is positioning itself for a new phase of growth, establishing our brand as the obvious choice for complete eyecare," chief executive officer Pete Bridgman said in the announcement. "We believe that consumers should be able to see the difference in our products, our service, and the eyecare experience. Our new brand campaign celebrates that clarity."

Actor Karan Soni serves as the new face and voice for the campaign, and “represents the eyecare ambassador you can trust among the other out-of-touch executives,” according to the announcement. Visionworks noted that it is the ad agency Leo Burnett's first creative campaign for Visionworks since being named agency of record in November 2018.

Leo Burnett also will create a new visual identity for the Visionworks brand in tandem with new creative work, all featuring the brand's “Love What You See Guarantee: Love How You Look, Love How You See,” and a 100-day guarantee to fix your glasses if you don't love them for any reason.

"Leo Burnett and Visionworks are both in the business of creating human value," Britt Nolan, co-president and chief creative officer of Leo Burnett Chicago, said. "We're excited to partner with Visionworks on category-defining creative work, harnessing behavioral insights and reimagining this new era of consumer eyecare."