Mylens.com.au: F1

Get what you want quicker at mylens.com.au/smh
By cutting out the middle man we offer up to 40% off all contact lenses & prescription glasses from $39. There's free delivery for orders over $115 & Health fund rebates. Plus we're proudly Australian.

Advertising Agency: Whybin/TBWA/Tequila, Sydney, Australia
Executive Creative Director: Garry Horner
Creative Director: Matt Kemsley
Art Directors / Copywriters: Matt Kemsley
Designers: Matt Kemsley
Illustrator: Glennz.com
Account manager: Paul Bradbury

9 comments

raghavendra's picture
raghavendra
232 pencils

there is no direct connection between the creatives and the product. far-fetched.
categories are not even close for comparison.

stevel's picture
stevel
423 pencils

so here was the thought process of the art director:

"okay, i need to convey quickness and convenience for getting contacts, at an affordable price............RACECAR!!!! VROOOOOOOM!!"

the_guest's picture
the_guest
175 pencils

I think you're not getting it straight, here: it's easier when you look at the whole set of three ads.
The concept is: even if the driver here is a beginner (the big black "L" in a yellow field), he's already driving a F1 car.
This fits with the headline "Get what you want quicker"

stevel's picture
stevel
423 pencils

haha no i got the other three, but i didnt know that the "L" denoted "beginner" or "learner" i guess. i had never seen that before. in the states we have these big taxi-cab like signs on top of the car that say "student driver" when someones learning. thanks for the info though.

i still like the "VROOOOOM!" at the end.

the_guest's picture
the_guest
175 pencils

I do like it too ;)
Actually, this one is the less immediate of the set, while the sheep one is definitely my favourite.

swamijivanutsav's picture
swamijivanutsav
122 pencils

That was kool !!

AmOgodzzz's picture
AmOgodzzz
826 pencils

This one makes no sense whatsoever. The rest of the campaign is spectacularly clever. This one should have been struck from the group. Kinda ruins the whole thing.

the_lizard_king's picture
the_lizard_king
1259 pencils

Okay... so the copy is neat and directly conveys what the target needs to know. But i feel the "L" and an F1 car is a bit too far stretched. Kinda not going with the contact lens as the product.

And then GOD said...
Let there be creativity!!!

the_guest's picture
the_guest
175 pencils

I totally agree: they're pushing it too much. Anyway the product, here, is completely left behind, to focus only on the quickness. I think it may be quite confusing (though funny, in the other prints).

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