A new TV ad for domiciliary eyecare services launched this week with a tribute to the 19th century fairy tale Rapunzel. In it, the classic hero is seen battling his way to the tower and climbing up Rapunzel’s hair to rescue the damsel in distress. But rather than whisking her away to safety, the ending is twisted to showcase the domiciliary service – providing quality eye care to those who can’t leave their home.
The TV ad will play out for four weeks initially, through the Sky AdSmart system, which allows for better targeting of the housebound customer and the Healthcall audience.
Maurice Livesey, director of operations for Healthcall said: ‘It’s fabulous to see our first TV advert screened. It will truly change awareness of home visiting optical services across the UK and Ireland. Many more housebound people, who have not had essential eye health checks for many years, will now be aware such a service exists in the industry.’
Specsavers creative director and creator of ‘Should’ve gone to Specsavers’ concepts Graham Daldry said: ‘We want to raise the profile of at home eye tests Specsavers Healthcall in a way that is immediate and impactful. The new ad is consistent with our friendly and approachable brand personality, and uses a twist on the Rapunzel tale to normalise the need for a home visit by an optician. We wanted the ad to be engaging for both older customers and their carers, and to stand out from the normal fayre of daytime ads.’
Watch the ad here:
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