Vision Express has launched the second iteration of its ‘Vision Taken Seriously’ campaign, starring UK screen and stage icon Julie Walters. The awareness-raising initiative follows the optician’s ‘Eye Witness’ ad featuring Sir Trevor McDonald – its most successful creative ever.
Developed by on-site specialist OLIVER on behalf of sister company DARE, the new ad comprises two TV slots of 60 and 30 seconds respectively – with a full-length YouTube version, and launches on Sunday. Much like the previous ad, Vision Express’ latest promotion stresses the importance of healthy eyesight, using a national treasure’s rich visual experiences to bring the campaign to life. The ad will initially run for six weeks and will also air over the duration of September.
The ad features T-Rex’s iconic track ‘I Love to Boogie’ and takes viewers through Julie Walters life as a world-renowned actress, playing out scenes recounting some of Walters’ most iconic career highlights: Mrs Overall from Acorn Antiques, Educating Rita’s titular character, Sandra Wilkinson from Billy Elliot and Julie Walters & Friends’ hilarious ‘Two Soups’ sketch.
The roll-out of unforgettable, classic moments from Walters’ life engages consumers of all-ages and the narrative sends a clear message to the nation: above all else, Vision Express values the public’s eyesight and prioritises the nation’s eye health.
The film was directed by Kevin Thomas through Thomas Thomas.
Andy Portsmouth, Marketing Director at Vision Express explains: “‘Eyewitness’ featuring Sir Trevor McDonald, was our most successful advert to date. Through our latest creative we have a fresh take on our messaging – highlighting the importance of regular sight tests while featuring footage of the much-loved Julie Walters.
“We hope this advert will resonate with people of all ages and encourage them to book that essential sight check, which the NHS recommend having every two years.”
Brian Cooper, chief creative officer at OLIVER, added: “The chance to work with Julie Walters was a genuine once-in-a-lifetime experience. She brings iconic status to the ad which, in turn, shows how much effort Vision Express invests in the nation’s eye health.
“Our team has developed a campaign that not only emotionally connects with consumers, but also educates people on how important it is to take care of their eyes, which is the chief objective.”
Julie Walter agrees: “My sight has obviously been invaluable to me throughout my career, giving me the vision to create my characters. I urge everyone to look after their eyes and to take vision seriously.”CREATIVE CREDITS:
Project: Julie Walters
Client name & job title: Andy Portsmouth, Marketing Director; James White, Head of Brand Marketing
Chief Creative Officer: Brian Cooper
Art Director: Joy Li
Copywriter: Greg Talbot
Account Director: Roxanne Courtman
Producers: Lyndsay Myerscough, Trent Simpson
Executive Producer: Philippa Thomas
Director: Kevin Thomas
Production Company: Thomas Thomas -ADVERTISEMENT-