• by Les Luchter , Yesterday

A :60 online video for Yuvezzi, Tenpoint Therapeutics’ new eye drops for presbyopia (blurry close-up vision), opens with a woman past 45 adjusting the distance to her cell phone so that she can make out what’s on the screen.

That turns out to be an animatronic puppet who sings, “Hey, hey, stop moving in, stop pushing away, I wasn’t built to work this way.”

“As our eyes age, close-up vision can get blurry,” asserts a voiceover, as a man on a plane rubs his eyes and drops his reading glasses, which displays another puppet who sings “Hey, hey, hey, give us a break, not just for us, but for your own sake.”

A tomato sauce can, restaurant menu and book also display animated puppets as the commercial progresses.

The video is part of a broad campaign that also includes connected TV, paid social, display, out-of-home and point-of-care placements.  Primary creative was handled by Heller Agency, with Kelly, Scott & Madison doing media buying, and Real Chemistry and Brand Smart Design also involved in the campaign.

“The goal is to build category and brand awareness and to drive patients to an eye doctor who can determine if Yuvezzi is right for them,” Carol Kearney, Tenpoint’s chief commercial officer, tells Marketing Daily.

Content directs viewers to YuvezziToday.com, where there’s a tool for finding an eye doctor who might prescribe the medication.

Engagements with that tool will help provide early metrics, Kearney says, along with overall site traffic. Tenpoint will use quarterly studies to help determine the campaign’s effectiveness in driving category and brand awareness, she adda, and will do a marketing mix analysis in 2027 to determine return on investment.

With Yuvezzi, Tenpoint is targeting a huge potential market:  According to the American Optometric Association, about 90% of adults in the U.S. age 45+ are affected by presbyopia. That’s some 128 million people.

Close-up reading glasses have long been the main presbyopia solution for consumers, until AbbbVie’s Allergan launched Vuity eye drops in 2022. Vuity’s launch campaign featured consumers exclaiming, "Wait, what?"

Next came Orasis Pharmaceuticals’ Qlosi in 2025, whose consumer campaign  was dubbed “Readers in a Drop,” and then earlier this year Lenz Therapeutics’ Vizz, which enlisted Sarah Jessica Parker for its “Make it Vizzable” campaign.

Yuvezzi’s main selling point: it’s the only once-daily prescription eye drop for presbyopia with two active ingredients.   

“When we listened to people with presbyopia, what stood out wasn't a single moment of blurry close-up vision, it was all the daily adjustments that add up over time: the squinting, the arm trombone, and the constant search for misplaced reading glasses,” Kearney said in a statement explaining the launch campaign.  

“We wanted to bring those familiar moments to life with humor, warmth, and a touch of nostalgia. By giving everyday objects a voice, we're inviting people with presbyopia to see this stage of life differently, [and] recognize that blurry close-up vision doesn’t have to be something they simply accept.”