Our one simple truth that drove this project was inspired directly from the client's tagline: Live better through seeing better. Through television and companion print ads, we needed to create greater awareness of their multiple locations and services while standing out from competitors with a far greater market share.

Why do we have to live in a realistic world where laser eye surgery creates better vision? What if better eye surgery creates laser vision? This is what we imagined and pitched to the client to create an unforgettable TV spot while still promoting their very practical services. We alluded to both cataract and LASIK corrective surgery through natural dialog and super powered vision given to a father and son.

Client expectations were exceeded and the spot was compared to a Super Bowl ad. And to think it had been pulled off on just a fraction of the budget usually associated with those caliber of commercials.