ZEISS - Science Thanks ZEISS Lenses and DENTSU CREATIVE

ZEISS, one of the world’s leading manufacturers of eyeglass lenses, today unveils its new advertising campaign. Following the success of its 2021 film “L’Héritage,” which traced the history and values of the brand, ZEISS looks to the future for its return to TV, accompanied by DENTSU CREATIVE, the creative agency of the dentsu group.

94% of people over 30 expect brands to be committed

The campaign’s goal is to communicate the brand’s commitment to scientific research by revealing its status as a company owned by a foundation. Indeed, the Carl ZEISS Foundation, to which ZEISS belongs, works to promote science. It actively contributes to research by supporting researchers and funding projects with concrete applications in health, environment, and biotechnology. This mission, stated in ZEISS’s statutes, commits the company to invest at least 10% of its annual turnover in research and development.

How to turn the purchase of eyeglass lenses into a committed act?

In 2023, the broadcast of a radio spot and a TV billboard already addressing the Foundation confirmed consumers’ interest in this commitment by ZEISS.

In this new film, ZEISS highlights the act of purchasing ZEISS eyeglass lenses, which will be “thanked” by a statue representing science. The character, initially surprised by this statue that comes to life for him, will get used to these gestures of attention over the days until he creates a real bond with this stone character. This allegory between science and the eyeglass wearer demonstrates in an enthusiastic and poetic way that choosing ZEISS lenses is much more than buying eyeglass lenses.

“After highlighting the extraordinary history and expertise of Zeiss with our ‘L’Héritage’ campaign, we want to let as many people as possible know that choosing Zeiss lenses goes beyond good vision; it also contributes to the progress of science. We are all paying more and more attention to the origin and meaning of our purchases. The fact that Zeiss belongs to a Foundation and invests massively in scientific research perfectly meets this quest.” - Nicolas Sériès, President of ZEISS France