Little vision in opticians’ ads

The Diary was quietly amused by news that Vision Express was shifting its advertising account out of Saatchi & Saatchi two weeks after its “revolution in sight” campaign broke. No doubt Ammirati Puris Lintas, which subsequently scooped the business, was too.

However, the move did lead the Diary to give some serious consideration to spectacle advertising in general. Take Specsavers: A man sits alone at the pub, talking to himself, complaining about the price of glasses and lenses. He does not cut a figure which many spectacle-wearers would wish to emulate.

Then there are the Dollond & Aitchison ads starring Burt Reynolds – enough said.

The Diary has come to conclude that there must be something wrong with the briefs the manufacturers are giving agencies. If there is a revolution in sight, lets hope it’s among the marketing directors of the big optical retailers.

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