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Dare Launches New TV Ad for Vision Express

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‘Glasses for Life’ directed by Academy’s Conkerco

Dare Launches New TV Ad for Vision Express

 

Dare has created a unique TV ad using head-mounted cameras to show the everyday adventures of Vision Express customers. The ad was shot by Conkerco through Academy Films and features a cameo from Heston Blumenthal who has been working with Vision Express since the summer as brand ambassador.
 
 
Making the film required the design and construction of a bespoke headcam rig and is the first TV ad shot entirely on a GoPro Hero camera. This innovative approach allows the glasses to take centre stage by showing people young and old enjoying life in their new glasses. The soundtrack is ‘Ice cream’ by The Battles.
 
The ad was created by James Woods and Stuart Hallybone and creative directors Nick Bird and Lee Smith.
 
Lee Leggett, CEO of Dare, stated: The category norm is to make a joke around the mishaps of not being able to see clearly.  However, the right pair of glasses should be more than just the functional benefits around being able to see.  They are part and parcel of people’s lives and their respective identities.  We wanted to celebrate that in a really vibrant way.
 
Credits
 
Client: Vision Express
Agency: Dare
Creative Team:  Stuart Hallybone & James Woods
Creative Directors:  Nick Bird & Lee Smith
Account Team: Mez Ford & Chantell Glenville
Planner: Hugh De Winton
Agency TV Producer:  Rebecca O’Sullivan
Director:   Conkerco
Production Company Producer: Mark Whittow-Williams
Production Company: Academy Films
Editing House/Editor: The Assembly Rooms/Nik Hindson
Post Production: Electric Theatre Collective
Recording Studio: Wave Sound Studios
Media Buyer:Walker Media
 
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lbbonline.com, Thu, 14 Mar 2013 15:13:05 GMT