Vision Direct, the UK's largest online retailer of contact lenses and eye care solutions, has just launched its first national TV advertising campaign.
"Plastic Monsters" is the first TV ad to be created for a specialist online retailer of contact lenses, and the £2m campaign is now running on major channels, including Sky 1 and ITV2.
The company hopes that the ad will help to raise consumer awareness of how fast and convenient it can be to buy prescribed contact lenses online, with prices up to 45% lower than high street opticians.
Watch the Plastic Monsters TV ad:
"Plastic Monsters" was produced by Big Al's Creative Emporium, a London-based agency responsible for recent Secret Escapes, Heinz baked beans and etsy TV ads. It was directed by Stuart Elliott, with art direction from Tom Burnay and media by Goodstuff.
Taking inspiration from Hollywood suspense movies, the creative team used movie cinematography techniques such as contra zoom to build suspense, coupled with a spooky soundtrack that helped to heighten the sense of tension before the ad culminates in a comic pay off as the actress dons her glasses.
Speaking about the creation of Plastic Monsters, Stef Jones, Co-founder and creative director, Big Al's Creative Emporium commented:
"Every lens wearer has a pair of plastic monsters hidden in away in the drawer of shame. We wanted to have a bit of fun whilst reminding people that running out of contacts is no laughing matter."
A behind-the-scenes interview with "Plastic Monsters" director Stuart Elliott, where he discusses techniques used to create the advert, can be seen at the Vision Direct YouTube channel.