The 'Screen Eyes' campaign by Optrex positions the brand as a solution for modern eye discomfort caused by prolonged screen exposure. The core value proposition centers on providing effective relief for dry and irritated eyes, emphasizing the efficacy of Optrex ActiMist 2in1 Dry + Irritated Eye Spray. By addressing a growing issue linked to contemporary digital lifestyles, the campaign promises targeted and practical eye care that aligns with consumers’ everyday struggles.
Strategically, the campaign leverages the rising awareness of digital eye strain, recognizing that increased screen time is a prevalent challenge in the UK market. The creative direction, helmed by Black Mirror director Owen Harris, suggests an approach that contextualizes the product within a visually compelling and relatable narrative, likely designed to resonate with tech-savvy, health-conscious consumers who frequently use digital devices. The campaign’s choice of film as a medium, combined with a thoughtful narrative style known from Harris’s work, indicates an effort to engender emotional engagement while educating viewers on the problem and solution. This approach aims to connect authentically with adults experiencing screen-induced eye discomfort, reinforcing Optrex’s relevance in a competitive healthcare category through a performance-driven message. Despite modest engagement metrics, the campaign encapsulates a targeted strategy that combines product efficacy with culturally relevant insight into digital health challenges.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign for Optrex, titled 'Screen Eyes,' is directed by a filmmaker known for the visually symbolic series Black Mirror, suggesting a stylized rather than literal approach. The title 'Screen Eyes' hints at a metaphorical representation of eye strain or discomfort associated with digital screens. The genre is described as "Performance," not testimonial, demo, or comparison, implying a conceptual or dramatized angle. Metadata and title together suggest the ad uses creative visuals or analogies to embody the problem of dry, irritated eyes from screen time. There’s no clear story arc, testimonial, or celebrity-centric format, making "Symbolize the Problem" the most likely device. For more on advertising formats: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Murine – Positioned as a trusted and long-established eye care brand, Murine emphasizes gentle, effective relief for common eye irritations. It leverages heritage and accessibility, focusing on everyday eye health solutions with a range of affordable, easy-to-use products targeting families and individuals seeking quick relief.
2. Optilube – Positioned as a specialist in ocular lubricants, Optilube focuses on premium eye drops for dry eyes and contact lens wearers. It differentiates through clinical efficacy and targeted formulations, appealing primarily to consumers requiring long-lasting hydration and comfort with a medical-grade assurance.
3. Blink – Marketed as a technologically advanced and clinically backed eye care brand, Blink appeals to consumers dealing with dry eyes and digital eye strain. Their positioning highlights innovation in moisture retention combined with endorsements from eye care professionals, targeting a modern, health-conscious audience.
4. Systane – Systane positions itself as a scientifically developed, high-performance eye drop brand aimed at consumers with chronic dry eye conditions. Backed by extensive research, it appeals to users seeking intensive relief and protection, often recommended by ophthalmologists, emphasizing both efficacy and endurance.
5. Bausch + Lomb – As a global leader in eye health, Bausch + Lomb differentiates through a comprehensive range of eye care products, combining heritage with cutting-edge research. It targets a broad audience from everyday users to those with specific ophthalmic needs, maintaining a premium yet accessible brand image focused on innovation and eye wellness.
Q: What is Screen Eyes about?
A: Screen Eyes is a professional campaign launched in the United Kingdom in 2017 for the brand Optrex, developed by the agency Havas. The campaign centers on a film directed by Owen Harris, known for his work on Black Mirror, and was created to promote Optrex ActiMist 2in1 Dry + Irritated Eye Spray. Targeting the pharmaceutical and healthcare sector, the campaign addresses the growing issue of digital eye strain, positioning Optrex as a relevant solution for consumers experiencing discomfort from prolonged screen use. Through visually compelling storytelling, Screen Eyes highlights both the product’s efficacy and the contemporary challenge of screen-induced eye irritation.
Q: What creative device does Screen Eyes use?
A: According to Clapboard’s 12-format classification system, Screen Eyes employs FORMAT#3 Symbolize the Problem, which uses symbols or analogies to represent the issue rather than depicting it literally. The campaign leverages the visual style of director Owen Harris to metaphorically embody the discomfort of digital eye strain, aligning with the performance genre rather than testimonial or demonstration. This creative approach allows the campaign to connect with viewers on an emotional level, making the invisible problem of screen-induced eye irritation both relatable and memorable through stylized, conceptual imagery.
Q: What is the campaign proposition for Screen Eyes?
A: The campaign proposition for Screen Eyes positions Optrex as the go-to solution for modern eye discomfort resulting from extended screen exposure. By focusing on Optrex ActiMist 2in1 Dry + Irritated Eye Spray, the campaign promises effective relief for dry and irritated eyes, directly addressing the needs of tech-savvy, health-conscious adults who are increasingly affected by digital lifestyles. In the context of the healthcare market, this proposition is significant as it aligns Optrex with the everyday struggles of consumers, reinforcing the brand’s relevance and trustworthiness in providing targeted, practical eye care solutions.
Q: How does Screen Eyes rank in Clapboard's archive?
A: Screen Eyes holds a Clapboard Campaign Score of 59/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of healthcare advertising and the broader pharmaceutical sector.
Q: Who are the competitors in Optrex's category?
A: In the eye care market, Optrex competes with several established brands. Murine is recognized for its heritage and accessible solutions for everyday eye irritations, while Optilube specializes in premium ocular lubricants for long-lasting hydration, particularly for contact lens wearers. Blink positions itself as a technologically advanced brand endorsed by professionals, targeting digital eye strain and dry eyes. Systane is known for its scientifically developed, high-performance drops aimed at chronic dry eye sufferers, and Bausch + Lomb leverages its global presence and research-driven innovation to serve a broad spectrum of eye care needs.
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