The Visionworks Difference

A new campaign from Visionworks and Leo Chicago that takes an unexpected and humorous approach to tackling a serious industry problem - eye care complexity and consumer apathy.

The new spots feature Visionworks' Dr. Iris helping people with their eye care in extreme, "ends of the earth" situations - from skydiving lessons to Northern Lights viewing. With the tagline "On a mission to simplify eyecare," these scenarios shake viewers out of their apathy towards eye care in an entertaining way that resonates with consumers.

"We recognize that despite vision being cited as people's most important sense, there can still be a disconnect when it comes to prioritizing regular eye care," said Sean Breckenridge, VP of Marketing at Visionworks. "This campaign tackles that problem head-on by showing that Visionworks isn't just offering another product—we're offering a simplified experience from start to finish. By meeting consumers in unexpected scenarios, we're breaking through the clutter and reminding them that taking care of their vision doesn't have to be complicated."

"The beauty of this campaign is how it uses humor and extreme situations to highlight an everyday truth: eye care has become needlessly complex," said Brian Shembeda, Executive Creative Director, Leo Chicago. "By placing Dr. Iris in these 'ends of the earth' scenarios, we're creating memorable moments that emphasize Visionworks' commitment to simplicity in a category that desperately needs it. The consumer testing validated our approach—people are not only remembering the ads, but they're actually reconsidering their eye care habits as a result."