Zeiss Launches Smile Pro 2025 to Break the Myopic Loop in Vietnam

Dentsu Creative Vietnam is breaking down misconceptions around vision correction procedures to launch 'Zeiss Smile Pro 2025', Carl Zeiss Vietnam Ltd’s most advanced laser vision correction (LVC) technology, to a new generation of health-conscious, tech-savvy consumers.

Interest in LVC is growing in Vietnam as myopia, or near-sightedness, rises among young Vietnamese professionals aged 18–35, yet it is low in penetration. Through research and interviews, we uncovered a truth: myopic intenders aren’t unmotivated — they’re stuck in a loop. They want better vision but fear the risks. Even as glasses interfere with their work, fitness, and confidence, the thought of surgery sends them retreating. This endless cycle of want and worry — so-called the myopic loop — keeps them from moving forward.

The launch campaign seeks to 'Break the Myopic Loop,' through a cinematic hero film that depicts the frustration of wearing glasses and fear of surgery as a literal loop — broken only by the less -than-10-second Zeiss Smile Pro procedure.

The integrated campaign extends across digital, influencer, and clinic-level activations, reframing Zeiss Smile Pro as the smart, safe next-generation Laser Vision Correction (LVC) procedure.

Thi Thu Hien, general director, Carl Zeiss Vietnam Ltd. commented, “Myopia may be widespread in Vietnam, but advanced technology, such as ZEISS SMILE Pro, is still shrouded in silence. Dentsu Creative helped us humanise the power of ZEISS Smile Pro — turning advanced technology into a story of personal freedom. Their insight-driven approach reframed the procedure as an empowering step forward, not just a clinical fix.”

Siddarth Malhotra, CEO, Dentsu Creative Vietnam commented, “We wanted to show that Zeiss Smile Pro isn’t just a technological breakthrough — it’s a response to a deeply human hesitation, especially among young Vietnamese. Instead of pushing past the fear, we chose to speak to it with empathy and clarity. This campaign helped transform uncertainty into confidence, and hesitation into action.”

The campaign marks a new chapter for vision correction marketing in Vietnam — one rooted not in clinical facts alone, but in emotional clarity and empowered decision-making.