Boots Opticians is promoting its ‘Free Second Pair’ glasses offer through a TV ad campaign created by Mother London that pushes the idea that you should have different pairs of glasses for different types of you, changing them to reflect the changes in your mood or clothes.
Pursuing the notion that there is a perfect pair of glasses for each and every occasion the creative aims to extol the virtue of having several pairs at your disposal, rather than just a spare pair that you use for emergencies.
The ad follows three women meeting up during their lunch hour. Each of them changes from their ‘work time’ persona to their ‘lunchtime’ identity by changing glasses in a ‘superhero’ manner.
One of the ladies changes in a revolving door, another behind a large office pot plant and another confuses a taxi driver by stepping through the back of his cab.
The superhero homage is complete with a superman style treatment of the Boots classic ‘Here come the girls’.
The campaign encompasses one 30-second execution and three 10-second cut downs.