Drama-Free Eyewear Care; Kids Get Teeth Talk

Two agencies, Grenadier and Chemistry, are using humor to boost awareness for their clients.

Stanton Optical and agency Grenadier poke fun at the cartel-like optical industry and absurdly overpaid frame designers.

The “Designer Looks Without the Drama” creative introduces a megalomaniacal designer of haute couture eyewear named Macula who throws childlike tantrums and treats his taxidermied dog better than his staff. Ads then cut to a happy customer at a Stanton Optical store receiving drama-free service. Have a look here and here.

In addition to TV and online video, the campaign includes print, direct mail, in-store POP, mobile and desktop display, and OOH in all Stanton Optical and My Eyelab markets across the country. The campaign will run through the end of the year.

Separately, and targeting teeth, Family Orthodontics and agency Chemistry are launching the pediatric dental chain's first-ever TV commercial to raise awareness about its services.



The creative uses humor to underscore the brand's tagline with a "great smile you can face anything." The spots open with a parent seriously talking to their children about life-changing issues, like having the "talk," before the camera reveals the child sitting in the dentist chair is getting braces while wearing the humorous looking mouthguard. Sample the work here and here.

The commercials appear via TV and radio in Virginia and South Carolina, and will expand further in the coming months. Parent company Dentistry for Children's footprint has expanded from two to 11 states over the past two years. The campaign will also be supported across social media.

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