Specsavers launches confronting ‘Priceless Eyes’ campaign via Cummins&Partners, Melbourne
Specsavers has launched a confronting campaign titled The Priceless Eyes Project via Cummins&Partners.
In Australia, someone loses part – or all – of their vision every 65 minutes, and yet in the past year, less than one in five Australians had their eyes tested by an optometrist.
So the brand is set to launch an elaborate social experiment aimed at generating discussion about the value of our eyes, titled The Priceless Eyes Project via Cummins&Partners.
Says Sarah McInnes, marketing director, Specsavers: “We have a big problem in this country with people not understanding the crucial importance of preventative eye care. No Australian should suffer from preventable vision loss or blindness.”
Masquerading as Vesper-Sacs, an advanced medical research company searching for live test subjects, Specsavers posed a shocking question to Australians: how much would you sell your eyes for? People were
unanimous – they wouldn’t give up their eyes for any amount, proving the point: our eyes are priceless.
The experience, which participants described as “like an episode of (sci-fi series) Black Mirror” saw everyday
Australians reach their own conclusions about the importance of looking after their sight.
Specsavers went to great lengths to pull off the stunt, constructing a high-tech facility in a CBD office tower from scratch – complete with staff, a company backstory, brochures, a corporate video and even stationery.
Says Chris Ellis, creative director, Cummins&Partners: “The team started with a human truth: you wouldn’t trade your eyes for anything. We then put it to the test in a real scenario. The result is genuine emotion from everyday Australians when confronted with the prospect of a world without vision – it’s undeniable.”
Says Sean Cummins, chief creative officer, Cummins&Partners: “The best advertising doesn’t just get people to think, but act. We believe this compelling piece of work will do both.”
Adds McInnes:”Specsavers is committed to shaking Australians out of their ‘she’ll be right’ attitude by driving behavioural change. The fact is that many treatable eye conditions have no visible symptoms. Specsavers recommends over 65s have their eye tested annually. And every two years for under 65s.”
The Priceless Eyes campaign launches in Australia across TV, online, social media and print from 9 September 2018.
The campaign film was directed by Aaron Wilson from AIRBAG.
Client: Specsavers
Marketing Director, Australia and New Zealand: Sarah McInnes
Director, Australia and New Zealand: Peter Larsen
Head of Optometry Australia and New Zealand: Ben Ashby
Marketing Manager: Nick Oswald
Lisa Otterburn: Senior Campaign Manager
Head of Public Relations ANZ: Cathy Rennie Matos
Agency: Cummins& Partners
Creative Director: Chris Ellis
Creative Director/Art Director: Heath Collins
Senior Copywriter: Liam Jenkins
Creatives: Adam Slater, Cam McMillan, Chay O’Rourke
Executive Producer: Karley Cameron
Group Account Director: Marnie McKenzie
Strategy Director: Melissa Warren
Account Manager: Dominique Grainger
Project Manager: Karina Baird
Chief Creative Officer: Sean Cummins
CEO: Chris Jeffares
Production: AIRBAG
Director: Aaron Wilson
Producer: Selin Yaman
DOP: Ed Goldner
Production Designer: Jackson Dickie
Editors: Cindy Clarkson, Meng Han
Managing Partner: Adrian Bosich
Executive Producer: Martin Box
62 Comments
I don’t get it. If someone offers me 30 million for my eyes I would say ‘no, thank you’ and leave…without crying.
I kinda agree with the other hmmm, but i like that they went for something, might not be a bullseye but i think it’s a win
Cut through the clutter for me.
Well done Bantam and team!
It’s overindulgent.
A lot of campaigns try so hard to get you to think about something, be it the product or the benefit of it. But it’s generally in one ear and out the other. This got me. Well played all.
I think this is remarkably good. Anyone can see that!!
An ok idea ruined by a sappy and nauseating execution.
I kind of knew I valued my eyes to be honest. It didn’t really make me re-evaluate that.
If i valued my eyes why would i go to a budget optometrist?
https://www.youtube.com/watch?v=Ho94A0sspEc
https://www.youtube.com/watch?v=sBvV1miNoA8
I wonder whether the client or agency spoke to anyone (like me) who has advanced Macular degeneration and will be blind by within ten years or maybe more?
What a ridiculous premise.
That was bad. Awful. Made no sense. And the crying annoying.
Clever. I like it. And so will the punters.
This is ableism, pure and simple
This is one of those ideas that seemed like a good idea in the tissue session…
A thought-provoking piece of communication from a brilliant insight.
Job done, and done very well.
This is provoking discussion and not just on CB. My neighbour knows I work in advertising and asked whether I’d seen it. Well done to the team involved.
This will be big.
But nah.
4min of trying to fire some feels at an awards jury who won’t get past the Mastercard tagline or the clearly actor talent.
really bad
But they can have my balls for a million bucks a pop.
I’m married, so I don’t really get to use them anymore.
#ableism
You are an idiot.
This is magnificent and i eyetoll at the envy induced negativity.
Well done to those involved in this campaign.
A little insensitive to blind people who live full and happy lives?
I don’t think they’re saying life is worse without sight. Rather, that it’s invaluable and worth protecting.
Even people with low or no vision would have to agree that if they had perfect sight, they wouldn’t trade it for anything.
As a planner, this lands for me. It’s a great insight – we assume people have a price for everything, but not when it comes to vision.
Agree. It’s not talking to people born blind or who’ve lost their sight through accident – they’re talking to people about eye diseases that can cause blindness but are preventable – there’s a serious difference.
3 issues
2 minutes to long
No insight there. Of course people think eyes are valuable
Insensitive to people.
Self indulgent guff.
Yeah way too long, looking forward to the 30.
Also is this what passes for an insight? There is no tension here, of course no one is going to sell their eyes.
I just sold my eyes, can someone tell me how much this cheque is for?
Anything getting this much traction from the bitter brigade must be good. Case study should be epic for this, hope you filmed the making of…
Overindulgent and pointless. Like a John Lewis Christmas ad.
A tad long, but nothing they won’t address in the case study. I saw a 60″ on telly. It’s good, unfortunately for those who have commented negatively.
So, pretty much Dove for specs?
Did nothing for me.
Bit late to the party but after watching it for myself, it’s good. Powerful, meaningful and insightful work.
The setup is too contrived to be really taken seriously. Selling your eyes would be a way better premise for a funny TV spot.
How much for one eye?
Seems like the microsite is now up and running: https://www.vespersacs.com.au/
I’ve got a third eye for sale and a snake’s eye
I wish I could’ve sold my eyes before deciding to watch 4 minutes of that
Manufactured emotions that clearly weren’t there for real. Followed by an edit that was 3 minutes too long. All wrapped up in an idea without any real insight. Topped off with a fair amount of insult to this who genuinely can’t see. Someone should’ve spoken up and stopped this before it became a reality.
Bahahahhaha https://www.vespersacs.com.au/
Am I the only one who can see the similarity to this Monkeys gem from a few years back? https://youtu.be/lxwJ2GgtDHs
Mate…
https://www.vespersacs.com.au/
i really like the producer who worked on this… high five
I saw this ad for the first time today and for the first time ever I was offended by an ad. The idea behind it – to ensure people value their eyes, is great. An important message. However, the creative concept is terrible and is certainly “confronting” but in the wrong way.
What an awful advert
This is just gross – the concept of someone plucking eyes out of your head? It is also very ignorant of the blind community and ultimately is just sensationalism. It’s not a health message at all.
I hate this ad my mother is blind (not from anything Specsavers could have prevented) and I find it incredibly distressing on so many levels of insensitivity. It is truly offensive to me.
Not sure about these companies like specsaver and OPSM. I was getting my eyes tested annually and still ended up with a detached retna
Very upsetting ad! It is illegal to buy and sell organs and tissues in Australia and this ad dishonours all of the many many generous people who donate their eyes for transplantation after their death. Bad decision Specsavers! You will definitely not be getting my custom and can only hope that you have not negatively impacted the rate of eye donation in Australia!
Totally agree with Hammurabi’s comments.
Insincere, manufactured, inane and offensive on many levels,
A terrible ad that has put me off the brand completely.
Awful ad, I made a complaint to the advertising board, it is gross, totally agree with Really Awful’s comments – I am another one that will never be going in Specsavers again.
Stupid and contrived. This ‘we created a social experiment’ firm of advertising is retarded. I hope you fuvkets actually to go blind as punishment for polluting our retinas.
Having 2 close family members currently dealing with macular degeneration, this ad is the worst form of marketing I’ve ever seen! Is there a price on your health? No!! And yes.. we all have yearly eye check ups!
I’ve submitted a formal complaint to Ads Standards – this vilifies people with vision impairment- seriously who thought that not having enough money for their sight was a way to sell cheap glasses??? Discrimination by belittling a section in our community- making out their lives are nothing without sight. Tasteless and disgusting.
I have come to hate this ad. Very upsetting. How do people feel who have given away a parents or child’s eyes. When my father died recently we gave away his eyes in the hope that someone blind would regain SIGHT. A truly heart wrenching decision. How does this ad encourage tissue donation or make relatives feel that they have done the right thing?
I think this add is the worst add Specsavers has come up with, since when do spectacles save sight?.
This ad shows no regard for people who already have no eyesight.
Clearly not the target audience I’m guessing.
As a long time friend of a blind person I dislike it when ads rely solely on visual signals as this does until some way through it.
Tacky!
Self indulgent, totally inaccurate rubbish. It is illegal to sell or buy tissue in this country. And yes, people do give away their eyes, as well as other organs, after death. And there is No payment. Not even five cents! How low can you stoop to sell cheap glasses. I was once a regular customer at specsavers. Never again!
So what are you saying specsavers? That there’s doctors out there removing eyes from living people to sell on the black market?? Leave his name and address next time.
What con artists Specsavers. All you care about is selling cheep crappy glasses. Stop pretending you care about someone’s eye health. This just makes me want to go to a proper optometrist