• by Les Luchter , Staff Writer, May 1, 2023

Wow, these subtitles are hard to read, I thought to myself upon first sampling new commercials from U.S. eyewear and eyecare retailer Visionworks. And why are they in a foreign language, anyway?

Then, I read the English-language text at the end of the spots: “This was a test. If you couldn’t read the subtitles, scan to schedule an exam.” A QR code was also onscreen.

Turns out the subtitles were getting smaller as the one-minute spots progressed.

I found this mock vision test, created by Leo Burnett, to be far more entertaining than reading the lines on an eye chart at my ophthalmologist’s office.

One spot is a suspense thriller, with a man listening to instructions on how to diffuse a bomb. But should he cut the blue wire with yellow stripes, or the yellow wire with blue stripes? No spoiler here, since I couldn’t read the last line.

The other spot is in the sci-fi/horror vein, with some kind of alien creature gestating under a couple’s bed. From their faces, I knew they've seen something awful at the end of the spot. But, not being able to read the final subtitles, I can’t tell you exactly what.

Visionworks says it identified the most appropriate font sizes for the subtitles by using consumer data related to average screen size and the average distance people sit from screens. All the subtitles, the retailer says, could be read by someone with 20/20 vision.

“Our hope is to create a sense of urgency for viewers, and we’ve provided a way for them to easily schedule an eye exam after the ads with just a click of a button,” said Visionworks senior vice president of marketing Stan Lippelman in this morning’s press release.

Visionworks cited a study conducted by YouGov for its parent company VSP Vision, which found that while nearly 97% of respondents agreed that having healthy eyes is important, only 50% said they get annual eye exams.

In addition to linear TV, connected TV and social, the Visionworks spots will run this month in 800 movie theaters in 17 markets.

“The best advertising isn’t just persuasive, it also rewards the audience for their attention,” Britt Nolan, president and chief creative officer of Leo Burnett, said in a press statement

Visionworks says it has more than 750 locations in nearly 40 states and the District of Columbia.