New Campaign: Hoffman/Lewis for VSP Vision Care

Each week, The Examiner showcases an advertising campaign by a local company.

Client: VSP Vision Care

Job: Illuminate importance of eye health in a surprising new way.

Agency: Hoffman/Lewis, San Francisco/St. Louis

Principals: Bob Hoffman, CEO and founder; Sharon Krinsky, president

Other clients: Toyota, McDonald’s, Bank of the West, BevMo

Creative team: Guy Bommarito, creative director; Dave Popino, art director; Joe Gatti, copywriter; Walt Denson, photographer; Anthony Bloch, illustrator; Nate Robinson and Andrew Sinagra, director/TV production company; Jeff Ferro and Rudy Hanks, producers; TenMusic, music; Ntropic, production company

The plan: The campaign includesprint, TV, radio, online, direct mail and experiential marketing that appears in five states.

The theme: “Words can’t describe what your eyes bring to life”

The concept: Each ad features everyday moments, such as a couple on a bike ride or a father and son fishing. The surprise is that a portion of the image has been replaced with illustrations of words representing all of the things inherent to that portion of the scene.

Guy Bommarito

Position: Senior vice president and creative director

Education/background: Advertising degree from the University of Texas at Austin; executive creative director at GSD&M in Austin; taught college courses on advertising creativity and campaigns; Most recently, executive group creative director at Foote, Cone, Belding in Chicago.

What drove your development of the concept? People don’t generally think about their vision unless they have a problem. The first challenge, therefore, was to get people to think about how important their eyes are to them. The second challenge was to get people to make eye care a priority in their lives. Starting from there, the creative was born out of the thought that no other sense allows us to experience life like our sight. Which led us to the line: “Words can’t describe what your eyes bring to life.”

Working on next: Agency holiday card.

businessBusiness & Real Estate

If you find our journalism valuable and relevant, please consider joining our Examiner membership program.
Find out more at www.sfexaminer.com/join/

Just Posted

Planning Commission greenlights 1,100 unit Balboa Reservoir project

Development near CCSF expected to include 50 percent below-market rate units

Breed announces timeline for when SF’s businesses can reopen after COVID-19 shutdown

Restaurant advocacy group wants The City to allow indoor dining sooner

Trump signs order targeting social media companies

By Chris Megerian Los Angeles Times President Donald Trump signed an executive… Continue reading

CCSF puts Fort Mason campus on the chopping block

Faced with severe budget cuts, community college preparing to end decades-long lease

Neighbors sue city over safe camping site planned for Stanyan Street

A group of Haight residents filed a lawsuit Tuesday asking a federal… Continue reading

Most Read