Leo Chicago has rolled out a fresh and witty new campaign for Visionworks, reframing how we think about eye care—not by taking it to the extremes, but by simplifying it.
Part of Visionworks’ ongoing “On a Mission” platform, the campaign features the brand’s fictional eye care expert Dr. Iris, guiding consumers through what should be a straightforward, stress-free process. In a category often cluttered with designer names, confusing price points, and endless jargon, Visionworks cuts through with a promise: clear, simple, no-nonsense eye care.
Directed by Damien Schatford of Biscuit Filmworks, the spots use humor and accessible storytelling to take on the real challenge of the eye care industry: consumer confusion and apathy. From easy-to-navigate pricing to frames arranged by shape—not brand—and a 100-day guarantee, Visionworks positions itself not just as another option, but as the easy one.
That simplicity is front and center in the spots, as Dr. Iris calmly navigates everyday customer questions with a dose of dry humor and heartfelt clarity: “Eye care can be complicated. But Visionworks makes things simple. We organize frames by shape and price, so it’s simple to find a pair you’ll love, at a price you’ll adore.” Watch below:
“Despite vision being cited as people’s most important sense, there can still be a disconnect when it comes to prioritizing regular eye care,” said Sean Breckenridge, VP of Marketing at Visionworks. “This campaign tackles that problem head-on by showing that Visionworks isn’t just offering another product—we’re offering a simplified experience from start to finish.”
The campaign features :30 and :15 spots across broadcast, digital, and social media, and is the latest in a series of successful partnerships between Visionworks and Leo.
BRAND:Visionworks
Chief Marketing Officer: Stan Lippelman
VP of Marketing: Sean Breckenridge
Brand Manager: Jen Margolis
AGENCY:Leo Chicago
Executive Creative Director: Brian Shembeda
Creative Director: Krystyn Campbell
Associate Creative Director: Dina Facklis
Strategy Directors: Bria Cobb, Lisa Ivy
Executive Producer: Joe Tipre
Producers: Lindsay Tyler, Noelle Nimrichter
Account Directors: Lindsay Hrack, Mark Burgess, Sarah Kaminsky, Audrey Podor
