Dollond & Aitchison ads to highlight personal service

Dollond & Aitchison (D&A) is launching a new TV ad as part of a campaign that aims to raise awareness of its personal advice service. The ad breaks later this week.

The animated ad, which has been created by Delany Lund Knox Warrn and Partner, shows a women drowning in a sea of glasses, overwhelmed by choice. A lifeguard, representing a D&A advisor, rescues her and presents her with four choices of glasses using D&A’s imaging software. It has the strapline”We See Eyecare Differently”.

D&A commercial director Andrew Bailey says: “From our research it was clear that for many people choosing a pair of glasses can be a daunting experience.”

The camapaign will also include print advertising and in-store promotions, all focusing on D&A’s advice service, and will run throughout 2007. Media planning and buying for the campaign is by Starcom.