MASON, OH—A new Pearle Vision advertising campaign, debuting next week, draws upon the iconic image of women’s professional tennis legend Billie Jean King as it portrays the story of a young girl working with an understanding optometrist to find the perfect pair of first eyeglasses. The spot is designed to “cast an indelible light on the brand’s commitment to quality of care and how patients’ trust is earned as a result,” according to a Pearle Vision announcement about the campaign.
In the spot, Olivia is seen with her mom in the exam room at Pearle Vision. As the story unfolds, it becomes clear Olivia needs glasses. The Pearle Vision optometrist knows just how to help Olivia find her perfect pair. She presents Olivia with a photo (of Billie Jean King) that elicits a joyful response “because the optometrist did more than diagnose Olivia’s visual acuity issue during the exam … she took the time to learn about Olivia’s unique interests (tennis, archery and space travel),” according to the Pearle announcement.
“What ‘Olivia’ instills is incredibly positive,” Pearle Vision vice president and chief marketing officer Doug Zarkin said in the announcement. “It’s an emotional connection to a young child who is now better prepared to reach her potential – clear vision can help you achieve what you want in life.”
The ad will appear in a North American campaign that includes streaming platforms, digital media, spot and cable to support both corporate and franchise Pearle Vision locations throughout the United States, Canada and Puerto Rico, the company noted.
The photo presented to Olivia by the Pearle Vision optometrist is of the iconic glasses-wearing Billie Jean King, wearing a near identical pair of frames to what Olivia selects. “Olivia’s new glasses are now more than just a tool to see clearly, they are a proud connection to the women that inspire her each and every day,” the Pearle Vision announcement noted.
King said she is excited to be part of the new campaign. “When I was young I was told I could never be No. 1 in the world because I wore glasses and that was one of the things that motivated me to become the best I could be,” she said. “I applaud Pearle Vision for their message of encouragement, reinforcing that wearing glasses can help you achieve your dreams.”
The ad agency Energy BBDO developed the new spots, which were directed by filmmaker Elle Ginter whose resume includes visual storytelling successes for several leading global brands.
According to the announcement, “Olivia” taps into a core Pearle Vision brand differentiator – delivering care to patients beyond a routine eye exam to ensure each patient receives personalized care that takes the whole individual into account. “Oliva” continues Pearle Vision’s advertising strategy to depict the “Small Moments” that form trusting relationships between the brand’s eye doctors and patients. Its first story-driven campaign of this type, “Ben’s Glasses” earned industry accolades including a 2017 Silver Clio Award.
About Pearle Vision
Pearle Vision was founded in 1961 by Dr. Stanley Pearle, who began the concept of one-stop, total eye care with the opening of the Pearle Vision Center in Savannah, Ga. Dr. Pearle combined complete eye exams with an extensive selection of eyewear. In 1981, Pearle Vision began offering franchise opportunities to select doctors and opticians. Today, with more than 500 EyeCare Centers located throughout the United States, Canada and Puerto Rico, Pearle Vision is built around a doctor-centered business model with a primary focus to deliver genuine eye care to patients and become the neighborhood trusted source for all their eye care and eye wear needs. Pearle Vision is owned by Luxottica, a leader in premium fashion, luxury and sports eyewear. For more information, visit PearleVision.com. And, to learn more about the Pearle Vision franchise opportunity, visit ownapearlevision.com or call 1-800-PEARLE-1.