The latest in the
“Small Moments” campaign
from Energy BBDO
breaks from
promotional-driven spots
in the vision category
to capture genuine moments
I got misty-eyed watching this new Pearle Vision spot from Energy BBDO.
Brought on board through Energy’s continued partnership with Free the Bid, director Elle Ginter of Sanctuary has delivered an elegant, touching and inspiring spot for Pearle Vision’s “Small Moments” campaign.
Eschewing the promotional-driven spots that landscape the vision category, the new 60-second spot, titled Olivia, focuses on the genuine relationships that Pearle Vision’s neighborhood doctors build with their patients.
Created by the all-female team of Creative Directors — Erika Wolfel Hillman and Michele Sloan Brandel, Account Lead, Tiffany Alexander, and Strategic Lead Shannon Mehner — it introduces viewers to nine-year-old Olivia.
Olivia — whose unique interests in tennis, archery and space travel are inspired by female historical icons — is having trouble seeing, and her mother realizes she had better get her vision examined.
After she visits her local Pearle Vision EyeCare Center and learns that she needs glasses, Olivia is disappointed until her Pearle Vision doctor finds a way to show her the power of women in glasses and how a pair of prescription glasses helped one in particular transcend into a cultural icon. Have a look:
OLIVIA BY ENERGY BBDO
ALSO READ: Energy BBDO gets ‘Incredible’ with American Egg Board
The relationship that the creative team has captured between Olivia and her doctor underscore the types of close relationships Pearle Vision’s neighborhood doctors have built with their patients, successfully supporting the brand’s long-lived tagline “Nobody cares for eyes more than Pearle.”
Case in point, when the Pearle Vision doctor presents Olivia with a photo of Billie Jean King to add to her bedside inspiration board it is the ultimate display of patient care, empowering Olivia to be who she wants to be.
That takes vision.
Apparently, the integration of Billie Jean King into this emotionally-charged work was intentional from the start.
In fact, Billie Jean told Reel Chicago, “I’m excited to be included in the new Pearle Vision campaign. When I was young I was told I could never be number one in the world because I wore glasses and that was one of the things that motivated me to become the best I could be. I applaud Pearle Vision for their message of encouragement, reinforcing that wearing glasses can help you achieve your dreams.”
Pearle Vision Vice President & CMO, Doug Zarkin, points out, “While popular culture often depicts women and girls with glasses as nerdy or uncool, this film is inspiration to embrace your eyewear as part of who you are, what makes you special and could even be a critical tool towards making your life’s vision a reality.”
The work continues to successfully leverage the insight that trust is built in small moments. This platform launched with last year’s award-winning, “Ben’s Glasses.” It now continues with “Olivia,” which launched online today and on TV August 6th.
Although I highly recommend this empowering spot, I can only watch once a day. I don’t have enough tissues. Very cute, Energy. Very Cute and a Reel Ad of the Week.
Credits
Client: Pearle Vision
Chief Marketing Officer: Doug Zarkin
Agency: Energy BBDO
Chief Creative Officer: Andrés Ordóñez
Executive Creative Director: Josh Gross & Pedro Pérez
Creative Directors: Erika Wolfel Hillman & Michele Sloan Brandel
Head of Integrated Production: John Pratt
Senior Producer: Shobin Mathew
Director of Music: Daniel Kuypers
Managing Director: Jeff Adkins
Senior Account Director: Tiffany Alexander
Account Supervisor: Matt Doscher
Account Executive: Blaine Turner
Strategy Director: Shannon Mehner
Production Company: Sanctuary
Director: Elle Ginter
Executive Producer/Owner: Preston Lee
Head of Production: Adam Litt
Producer: Jason Rachardson
Director of Photography: Peter Hadfield
Editorial Company: Flare Chicago
Managing Editor: Casey Cobler
Flame Artist: Mark Anderson
Producer: Jenny McDonald
Sound Engineer: Steve Aguilar
Music: “A New Start”
Artist: Tessa Rose Jackson
Voice Talent: Lia Mortenson
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
