Hot pick - Must-see projects of the week

Havas Creative

Optrex (RB)

Screen Eyes

TVC shot by Black Mirror director Owen Harris for Optrex ActiMist 2in1 Dry + Irritated Eye Spray.

Disciplines: Advertising/Creative

Sector: Health & Wellbeing

Agency: Screen Eyes, Havas UK

BITE Insight

Ads for eye drops don’t usually embrace the surreal. But Screen Eyes, Optrex’s latest ad directed by Owen Harris, of Black Mirror fame, bears all the hallmarks of a clip from the dystopian series; unnerving in its familiarity, yet surreal enough to seem detached from our own world.

Our technological habits may have advanced but our bodies have not adapted quite as quickly. The Screen Eyes slot for Optrex ActiMist 2in1 Dry + Irritated Eye Spray, alludes to the dry-eyed feeling that occurs when you’ve been looking at a screen for too long. As the ad reveals, you blink up to 60% less when looking at a screen as you do when going about your day-to-day life.  

The ad highlights this modern problem by placing screens on people’s faces where their eyes would ordinarily sit. People with screen eyes are shown gazing down at their phones on the bus, in cafes and then sitting behind a computer screen at work.

Screens are now a fundamental part of our daily lives but, as this unusual slot highlights, that can’t come at the expense of our wellbeing.

About the author

Izzy Ashton, Assistant Editor of BITE, Creativebrief

Izzy is a writer/researcher for BITE, Creativebrief’s daily insight into global marketing trends and the cultural movements driving them. She keeps abreast of the latest communication, technology and consumer news, and is responsible for conducting interviews with key agency strategists and creatives to gain insight into the most innovative global campaigns.

Related tags: