Bausch & Lomb launches a 1m pan-European cinema campaign this week for its disposable contact lenses. The ad, by Paling Walters Targis, features a man apparently planning to end a relationship with his girlfriend until it transpires that he is actually bidding his contact lenses goodbye. The strapline is: ‘Don’t get too attached.’ The commercial will initially run in the UK and Italy, before being rolled out across Europe. It is the first time Bausch & Lomb has supported its products with a cinema campaign. A press campaign will also run in the women’s and style press. Media buying for the campaign is being handled by AMS Media.