Pearle Vision is known as a place to get an eye exam and a pair of glasses, but a new spot by the eyecare company manages to go beyond nice frames, promotions and convenience.
The ‘Small Moments’ campaign breaks from convention in the vision care category, focusing on the genuine relationships that Pearle Vision’s neighborhood doctors build with their patients, supporting the brand’s tagline, “Nobody cares for eyes more than Pearle.”
In the latest spot, created with creative agency partner Energy BBDO, we meet an inspired nine-year-old girl named Olivia. We see the little girl fixing lights on a dollhouse, competing in an archery class, admiring a space suit at a ‘Women in Space’ exhibition, reading on her tablet and playing tennis. With all the activities, she seems hampered, and as we see her mother looking on, we realize that Olivia’s vision is impaired. When Olivia visits her local Pearle Vision EyeCare Center and learns that she needs glasses, she is disappointed until her Pearle Vision doctor finds a way to show her the power of women in glasses and how a pair of prescription glasses helped one in particular transcend into a cultural icon – Billie Jean King.
The end of the film reveals that all of Olivia’s unique interests are inspired by ‘Women Who Made History.’ When the Pearle Vision doctor presents the little girl with a photo of a new heroine to add to her bedside inspiration board in King, it is meant to show how Pearle doctors care for each patient, empowering Olivia to be who she wants to be.
The integration of Billie Jean King into this emotionally-driven work was intentional from the start. According to a release, King told Pearle Vision: “I’m excited to be included in the new Pearle Vision campaign. When I was young I was told I could never be number one in the world because I wore glasses and that was one of the things that motivated me to become the best I could be. I applaud Pearle Vision for their message of encouragement, reinforcing that wearing glasses can help you achieve your dreams.”
Pearle Vision vice president and chief marketing officer, Doug Zarkin, pointed out: “While popular culture often depicts women and girls with glasses as nerdy or uncool, this film is inspiration to embrace your eyewear as part of who you are, what makes you special and could even be a critical tool towards making your life’s vision a reality.”
The work not only features women on screen, it was also created by a women-led team. The director, Elle Ginter, was found through continued efforts with Free the Bid, and the team included Energy BBDO creative directors, Erika Wolfel Hillman and Michele Sloan Brandel, plus account lead, Tiffany Alexander and strategic lead Shannon Mehner.