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New Campaign: Hoffman/Lewis for VSP Vision Care
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Related Topics: SAN FRANCISCO
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The new VSP Vision Care campaign by Hoffman/Lewis includes print, TV, radio, online, direct mail and experiential marketing that appears in five states.
SAN FRANCISCO (Map, News) - Each week, The Examiner showcases an advertising campaign by a local company.
Client: VSP Vision Care
Job: Illuminate importance of eye health in a surprising new way.
Agency: Hoffman/Lewis, San Francisco/St. Louis
Principals: Bob Hoffman, CEO and founder; Sharon Krinsky, president
Other clients: Toyota, McDonald’s, Bank of the West, BevMo
Creative team: Guy Bommarito, creative director; Dave Popino, art director; Joe Gatti, copywriter; Walt Denson, photographer; Anthony Bloch, illustrator; Nate Robinson and Andrew Sinagra, director/TV production company; Jeff Ferro and Rudy Hanks, producers; TenMusic, music; Ntropic, production company
The plan: The campaign includes print, TV, radio, online, direct mail and experiential marketing that appears in five states.
The theme: “Words can’t describe what your eyes bring to life”
The concept: Each ad features everyday moments, such as a couple on a bike ride or a father and son fishing. The surprise is that a portion of the image has been replaced with illustrations of words representing all of the things inherent to that portion of the scene.
Guy Bommarito
Position: Senior vice president and creative director
Education/background: Advertising degree from the University of Texas at Austin; executive creative director at GSD&M in Austin; taught college courses on advertising creativity and campaigns; Most recently, executive group creative director at Foote, Cone, Belding in Chicago.
What drove your development of the concept? People don’t generally think about their vision unless they have a problem. The first challenge, therefore, was to get people to think about how important their eyes are to them. The second challenge was to get people to make eye care a priority in their lives. Starting from there, the creative was born out of the thought that no other sense allows us to experience life like our sight. Which led us to the line: “Words can’t describe what your eyes bring to life.”
Working on next: Agency holiday card.
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Examiner Reader said:
Why is this PR piece considered news? Its free advertising and just plain lazy on the Examiner's part.
102 agree | 90 disagree
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Examiner Reader said:
Get some of the crime issue solved too
247 agree | 233 disagree
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Examiner Reader said:
China needs to do more to promote the Olympics. All this talk about toys. I am glad that someone is finally promoting travel to China. I have been there twice and loved it. Great job, guys.
355 agree | 265 disagree
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Jay Dasker said:
Very nicely done! There is not a lot of agencies that have a beautiful and fresh looking web site like yours. Kudos to your team! Jay
515 agree | 293 disagree
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Examiner Reader said:
“We want to sound the alarm that AIDS is a serious problem,” said Rebkha Atnafou, director of The After-School Institute. “We need to stress the gravity of this situation.” I pray you can get SOMEONE to SOUND THE ALARM! We hear hours of babble on the media about bird flu, one or two people with TB, etc. but hardly ever hear about HIV/AIDS. The government as usual thinks it can be solved by throwing money at it. Someone said, The more we treat it, the more we will have to treat. Money will not wipe out AIDS....treatment will not wipe out AIDS. A monumental change in behavior is the only answer.
645 agree | 431 disagree
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THE Examiner Reader said:
Very well done, my cellphone rang when I was in a meeting, and it was Chris Angel! I couldn't quite believe it! I was smiling all day! Kudos to youdos EVB, infact, I'll go one better, EVB= Everyone's Very Brilliant!
561 agree | 427 disagree
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Examiner Reader said:
This is a laugh. This event was poorly marketed. I tried and tried to find some mention as to whether this event was taking place in 2007, but with no avail. There is nothing on the World Wide Web, including on the link that is mentioned in the article. I work in the area around Woodrow Wilson Plaza and have not seen any posters, brochures,, etc. Also, I am on the email list from past years and have not received any notice at all. This article is the first I have seen mention of the event.
632 agree | 427 disagree
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Examiner Reader said:
uh, folks the "spot" is at the top...duh!
544 agree | 457 disagree
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Examiner Reader said:
Why aren't we able to view the spot? Get with it Examiner!
477 agree | 443 disagree
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Examiner Reader said:
nice stuff! great campaign.
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Examiner Reader said:
hog wash!
805 agree | 485 disagree
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