Eyeglass lens wearers, as well as optometrists.

In the U.S., direct-to-consumer advertising for prescription lenses is monitored by various regulating bodies. Although the work isn’t given quite the level of scrutiny as prescription drug advertising, our language and claims had to be carefully worded. Considering that our host was an improvisational actor, this required many hours of scripting and coaching by the creative team.

Transitions® makes premium eyeglass lenses that adapt to changing light. In bright sunlight, they’re dark like sunglasses, but they turn clearer indoors. And people who try them absolutely love them. So to generate trial, we created a character who loved the lenses so much that he embarked on several “Expeditions” to cities across America, to share them with real people. We cast improvisational comedian Tim Martin for the job. This TV spot is the first touch-point in a series of films that chronicle his adventures.