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Visionworks Confronts the Villainous Council for Eye Care Complexity in Comedic Spots

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Leo Burnett Chicago teams up with actor Karan Soni to help audiences 'See the Difference' regarding the eye care industry

Visionworks Confronts the Villainous Council for Eye Care Complexity in Comedic Spots

Visionworks has launched a new brand campaign, 'See the Difference,' introducing audiences to a comedic cast of villainous eye care executives intent on making the industry as complex as possible — helping show audiences that eye care really doesn't have to be that difficult.

Visionworks' new brand direction embraces an honest and relatable tone, promising simplicity and transparency in the eye care experience — a welcome change in an otherwise opaque and confusing industry. 'See the Difference' began in June and full campaign work debuted on July 8, running across TV, online video, social, print and radio.

"Visionworks is positioning itself for a new phase of growth, establishing our brand as the obvious choice for complete eye care," said Pete Bridgman, chief executive officer, Visionworks. "We believe that consumers should be able to see the difference in our products, our service, and the eye care experience. Our new brand campaign celebrates that clarity."

Actor Karan Soni serves as the new face and voice for the campaign, representing the eye care ambassador you can trust among the other out-of-touch executives. This is Leo Burnett's first creative campaign for Visionworks since being named agency of record in November 2018.

Leo Burnett will also be creating a new visual identity for the Visionworks brand in tandem with new creative work, all featuring the brand's Love What You See Guarantee: Love How You Look, Love How You See, and a 100-day guarantee to fix your glasses if you don't love them for any reason.

"Leo Burnett and Visionworks are both in the business of creating human value," said Britt Nolan, co-president and chief creative officer, Leo Burnett Chicago. "We're excited to partner with Visionworks on category-defining creative work, harnessing behavioral insights and reimagining this new era of consumer eye care."

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Advertiser: Visionworks

CEO: Peter Bridgeman

Chief Marketing Officer: Stan Lippelman

Marketing Director: Lance Wagner

Creative Agency

Creative Agency: Leo Burnett Chicago

Chief Creative Officer: Britt Nolan

Creative Director: Brian Shembeda (EVP), Jeff Candido (SVP)

Associate Creative Director: Rene Delgado, Matt McCabe

Account Director: Mark Burgess (EVP), Sarah Kaminsky, Alexis Andreasik

Account Supervisor: Rachel Perzek

Strategy Director: Kevin Lilly (EVP), Kelly Alesso (VP)

Director of Production: Veronica Puc (EVP)

Executive Producer: Tom Keramidas

Senior Producer: Adine Becker

Production Manager: Michelle Byrdak

Creative Resource Manager: Mao Moua

VP Director: Peggy Walter (Director of Celebrity Services)

Talent Manager: Regina Gomez

Senior Counsel: Laura Cooney

Clearance Manager: Michelle Overby

Genres: Dialogue, People, Comedy

Categories: Beauty & Health, Eyecare

Leo Burnett Chicago , Tue, 16 Jul 2019 10:19:16 GMT