Visionworks turns subtitles into secret eyesight test

US – Optical products retailer Visionworks has combined Hollywood-inspired entertainment with advertising in its latest campaign. The two short films entitled Bomb Squad and Bed showcase an intense movie scene in a foreign language translated into English subtitles. In a brilliant twist, the size of the captions keeps decreasing steadily before viewers are surprised by a red screen announcing that this was a test all along. Only someone with a perfect 20/20 vision can read the whole translation. The ad ends with: ‘If you couldn’t read the subtitles, schedule an exam’ before showcasing a QR code to book an eyesight check appointment with Visionworks.

Designed by creative agency Leo Burnett, the campaign will run across linear tv, streaming platforms, social media and in 800 cinemas in 17 markets in the US throughout May 2023, which is also Healthy Vision Month. ‘The best advertising isn’t just persuasive, it also rewards the audience for their attention,’ said Britt Nolan, president and chief creative officer of Leo Burnett, in a statement.

In our analysis of the Eyewear Market, we previously looked at how industry professionals like Visionworks aim to enhance physical retail, offer more inclusive optical designs and invest in wellbeing-led eyecare.