Are you tired of boring advertising campaigns that don’t make you laugh or think? Well, VisionWorks, a chain of opticians in the United States, has come up with an original campaign that will surprise you. Lets take a closer look at their advertising campaign titled “Subtitles”. We will explore how humor and creativity can encourage people to take care of their eye health and why regular eye exams are crucial.
The campaign, carried out by the Leo Burnett Chicago agency, not only highlights the importance of checking our eye health, but also contains a hidden message that viewers might miss. In this blog post, we’ll take a closer look at this campaign and uncover the hidden message behind it.
The Concept Behind the “Subtitles” Commercial
The “Subtitles” commercial by VisionWorks is made up of two parts – “Bed” and “Bomb Squad.” Both parts are presented as trailers for foreign films, one in German and the other in Japanese. The trailers are filled with typical scenes of action and terror, with tension building up as the scenes progress. However, what sets this campaign apart is the use of absurd humor in the subtitles to counteract the atmosphere of the scenes. The subtitles are presented at a size that a person with normal vision should be able to read without problems.
The Hidden Message
At the end of both trailers, a text appears that warns viewers to get their eyes checked if they had trouble reading the subtitles. This subtle message highlights the importance of regular eye checks and urges viewers to take action. The commercial even includes a QR code that takes viewers to a website where they can schedule a visit to the optician.
Final Take
The “Subtitles” commercial by VisionWorks is a prime example of how creativity and humor can be used to deliver an important message. It uses a hidden message in the subtitles to emphasize the importance of regular eye checks and encourages viewers to take action. As per data from the brand, only 50% of citizens in the United States undergo an eye check every year, despite 84% considering sight as their most important sense. This campaign is a reminder to take eye health seriously and get regular checkups to avoid potential problems.
