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For Eyes Optical Takes Man to Places He's Never Been Before in Humorous New TV Campaign
Date:8/2/2010

NEW YORK, Aug. 2 /PRNewswire/ -- As eyewear is increasingly being marketed as a beauty and fashion product, For Eyes Optical rolls out a series of new television commercials for those who have lost sight of the fact that there's no need to pay for illusions that glasses can't deliver.

Using the declarative reminder: "Unless the glasses can perform miracles, don't pay more than you have to", the new spots show fantasy sequences that exaggerate the absurd direction life can take you when one slips on a pair of new glasses.

Created by the New York advertising agency DeVito/Verdi, the campaign begins airing in early August.  To watch the campaign, click on the following link: http://www.fliqz.com/aspx/permalink.aspx?vid=30389acade2d4b3c834cd3c211aeeea4

In the spot entitled "Expecting," a visibly pregnant woman and her mate sit down to try on glasses at an optical store.  After great difficulty trying to get herself seated, the woman places a pair of glasses on her face.  The camera then reveals a shocking reversal: it is her husband who is now nine months' pregnant and having trouble sitting up from the chair.

In another spot, a man and woman are trying on glasses in what appears to be a trendy, Euro-designed optical shop.  Once he puts on a pair of glasses, the man is instantly transported to an unseen dimension, only to return to the screen seconds later with his hair tousled, shirt askew, lipstick smeared on his face, and what appears to be a leash and collar around his neck.  He has also lost his pants during his teleportation.

"We've been working with For Eyes for quite a few years, and time has done little to temper the brand's appetite for edgy, creative campaigns that make people think – and laugh," said Ellis Verdi, president of DeVito/Verdi.  "The brand has always stood for value and selection, but we're always finding smart ways to communicate that message."

In one variation of the "Teleport" commercial, the intrigued wife wants to see for herself what lies beyond, so she quickly slips on her husband's glasses and is immediately transported to this purported hedonistic universe.  Viewers will notice the subtle touch that her return takes much longer than her husband's.

About For Eyes

In 1972 Philadelphia, a few friends had an idea; create an optical store that combined a friendly open environment with a fair pricing structure and a high quality product.  This commitment to value and customer continues every day at more than 140 For Eyes stores, which are still owned and operated by the same family and friends as back in the day.  For Eyes carries all major eyewear brands, as well as the latest prescription lens technology.  

About DeVito/Verdi

DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry.  Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.

DeVito/Verdi, which has been voted "Best Agency" six times over the last 12 years by the AAAA, has created some of the most memorable ad campaigns of the past 20 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as The National Association of Broadcasters, Sony, Canon, Kohl's, BMW, Daffy's, Meijer, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, Duane Reade Drug Stores, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Legal Sea Foods, Appleton Rums, Pepsi/SOBE, Corazon Tequila, Empire Kosher Chicken, Acura, CarMax, Sports Authority, Four Eyes Optical and others.  For more information on DeVito/Verdi, visit www.devitoverdi.com.


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SOURCE DeVito/Verdi
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