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Boots Opticians 'Bad Eyes' advert

Agency: Mother

Client: Boots Opticians

Boots Opticians is returning to TV today (January 6) with the launch of a lighthearted campaign that aims to inspire people to feel more confident about wearing their glasses.

In line with the over-arching ‘Here come the girls’ executions from Boots UK, the advertising portrays people in everyday situations to demonstrate the brand’s insights into how people feel about wearing glasses.

These includes those who embrace their glasses, those who wear them with reluctance, and those who are in complete denial about their need for spectacles.  The inspiring sketches, each comprising both 10 and 30-second spots, bring to life the insights that Boots Opticians have identified, and highlight the new simplified customer offer and ‘two complete pairs from £79’ offer.

The first execution, Bad Eyes, sees a couple sitting in a restaurant reading the menu – or at least the husband is trying to. He makes numerous mistakes whilst trying to order his food, whilst strenuously denying to his wife that he needs glasses. Meanwhile, Two Looks shows two women in an office discussing the contents of a celebrity magazine. One of them is wearing a cool pair of ‘geek chic’ glasses, which she changes quickly to a more business-like pair to answer questions fired at her by her boss.

Elizabeth Fagan, marketing director Boots UK, explains: “Boots adverts are all about demonstrating that we understand our customers and we seek to play back real ‘truths’ that they can identify with.”

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