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 includes print, 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

Uber, Lyft and DoorDash bring their battle against AB5 to November ballot

Measure would classify app-based drivers as independent contractors, offer some additional benefits

Small, impassioned crowd celebrates the Fourth of July with protest for affirmative action

Lawmakers and marchers urge voters to pass Proposition 16 in the November ballot

Union threatens legal action after Police Commission expands use-of-force policy

San Francisco’s police union is pursuing legal action after the Police Commission… Continue reading

Giants announce health guidelines for Oracle Park

The San Francisco Giants announced Friday that the organization’s maintenance team will… Continue reading

Restorative art on the inside and out

Curator Ericka Scott organizes exhibition of works by prisoners

Most Read