Visionworks Has Eyecare for Every End of the Earth Situation

Visionworks shares its latest creative campaign from Leo Chicago. Part of its 'On a Mission' campaign platform, the new work takes an unexpected and humorous approach to tackling a serious industry problem - eye care complexity and consumer apathy.

The new spots feature Visionworks' Dr. Iris helping people with their eye care in extreme, 'ends of the earth' situations - from skydiving lessons to Northern Lights viewing. With the tagline "On a mission to simplify eyecare," these scenarios shake viewers out of their apathy towards eye care in an entertaining way that resonates with consumers.

Unlike competitors focusing on brand names, Visionworks is positioning its entire experience as the solution - from effortless appointment scheduling to frames organised by shape and price (not brand), transparent pricing, and a 100-day guarantee.

Sean Breckenridge, VP of marketing at Visionworks, explains, "We recognise that despite vision being cited as people's most important sense, there can still be a disconnect when it comes to prioritising regular eye care. 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. By meeting consumers in unexpected scenarios, we're breaking through the clutter and reminding them that taking care of their vision doesn't have to be complicated."

Brian Shembeda, executive creative director, Leo Chicago said, "The beauty of this campaign is how it uses humour and extreme situations to highlight an everyday truth: eye care has become needlessly complex. By placing Dr. Iris in these 'ends of the earth' scenarios, we're creating memorable moments that emphasise Visionworks' commitment to simplicity in a category that desperately needs it. The consumer testing validated our approach - people are not only remembering the ads, but they're actually reconsidering their eye care habits as a result."