30-Second Television Advertisement for Essilor's Crizal

In an industry first, Essilor has launched a multi-million dollar national television advertising campaign on the benefits of anti-reflective lenses. In its 30-second spot for Crizal lenses, the fast-blinking, fast-talking eye of a man tells him he needs to get Crizal lenses to reduce the effects of eyestrain and glare.

'The concept of the ad - which is a man looking into the mirror and realizing his tired eyes are talking to him - was overwhelmingly preferred in our consumer testing,' said Cynthia Lee-Ryden, director of communication for Essilor of America. 'Consumers told us that relief from glare and the eyestrain it creates was the most motivating benefit and stimulus to the purchase of CrizalÒ anti-reflective lenses.'

The ad, created by advertising agency DDB-Dallas, begins this week on cable stations and runs nationally through the end of the year on some of the most important national channels. In addition, heavy primetime media support will be added in four markets where virtually all eye care professionals (ECPs) in the area have received in-depth training on maximizing Crizal in their offices. These markets are Tampa/St Petersburg, Minneapolis/St Paul, Dallas/Ft. Worth and Portland, Oregon. Supporting educational material and in-office promotional tools based on the new advertisement are available to all ECPs by calling 1-800-Essilor ext. 7195 and asking for the sales consultant in their area.

As a complement to the campaign, Essilor has re-designed www.crizal.com. Using a unique concept of a 'virtual vision retreat,' the Web site features such intriguing items as an eye spa where visitors can relax their eyes by viewing beautiful, simple, relaxing photos that are choreographed to the sounds of a soothing voice. Testimonials from CrizalÒ wearers, a downloadable, soothing screensaver and an updated ECP locator are also featured.

Essilor was recognized for its creative approach to advertising by the American Marketing Association last year for its VariluxÒ advertising campaign, 'The Presbyopic 6.' The campaign, which received the prestigious Effie Award, continues in February, 2003 with a unique twist.