Go to the Movies and Help Your Eyesight

It’s a movie trailer! Wait, it’s an ad! No, it’s a PSA! VisionWorks and Leo Burnett have one of the most original campaigns we’ve seen in awhile: fake movie trailers that can help you assess if your eyes need, well, an assessment. The “trailers” are played in movie theaters disguised as foreign-language films with subtitles artfully designed to be exactly the size that should be perfect for people  with 20/20 vision. The trailer closes with a message “if you have trouble reading this, you need your eyes checked”, a handy QR code to arrange an appointment with VisionWorks, and the jig is up! A twist like that at the end of an exciting action movie trailer is a pretty clever idea for catching attention!