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.

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