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

Giants second baseman Donovan Solano scores on a double in the seventh inning against the Dodgers at Oracle Park on July 29. (Chris Victorio/Special to The Examiner)
Will the Giants make the playoffs? Kris Bryant may be the answer

By Chris Haft Special to The Examiner You’d be hard-pressed to find… Continue reading

Tiffany Carter, owner of Boug Cali West Coast Creole Shack in San Francisco’s La Cocina Marketplace, was dismayed by gentrification she found when she returned to her hometown to start a business. (Kevin N. Hume/The Examiner)
SF Black Wallstreet: Helping residents build wealth, reclaim spaces they’ve had to leave

Tiffany Carter moved back to her hometown of San Francisco five years… Continue reading

A prescribed fire at Sequoia and Kings Canyon National Parks was conducted in June 2016 to reduce hazardous fuel loading, increase watershed health, and restore the natural fire cycle in the Redwood Canyon area ecosystem. (Photo courtesy Rebecca Paterson/National Park Service)
Experts, UC scientists discuss wildfires in the state’s riskiest regions

Wildfires are nothing new in California’s history, but the magnitude and frequencies… Continue reading

Fourth-grade students at Lucerne Valley Elementary School don masks and Western wear for a “Walk Through California” history day during in-person instruction. (Courtesy of Krystal Nelson)
Confusion over mask mandate for California schools sparks tension between districts and parents

By Diana Lambert EdSource Shifting rules around mask mandates at schools are… Continue reading

Steven Buss, left, and Sachin Agarwal co-founded Grow SF, which plans to produce election voter guides offering a moderate agenda. (Kevin N. Hume/The Examiner)
Grow SF: New tech group aims to promote moderate ideals to political newcomers

Sachin Agarwal has lived in San Francisco for 15 years. But the… Continue reading

Most Read