TRANSITIONS OPTICAL GOES ON LOCATION IN BRAZIL TO FILM AD OF THE FUTURE

TV Commercial Designed to Help Pique Consumer Curiosity, Drive Traffic to Eyecare Professional Locations
PINELLAS PARK, Fla., Jan. 7, 2003 – The scene is set in an ultra-modern, indoor-outdoor world of tomorrow. The actors perform amidst stunning world-renowned architecture, beautiful vistas and cosmopolitan glamour. It’s not a new James Bond movie or the latest from Spielberg or Scorsese. It’s the thrilling backdrop for Transitions Optical, Inc.’s new television commercial, which will be the centerpiece of the most intensive advertising campaign in the company’s history.

The commercial was recently filmed on location in the city of Brasilia, Brazil, a city of space-age architecture laid out in the shape of an airplane and commissioned by former Brazilian President Juscelino Kubitschek back in the 1960s to be the ideal capital city.

“The commercial shows a family in the future wearing prescription eyewear of the future that is actually already available today – Transitions® Lenses,” said Vanessa Johns, Transitions marketing director for North America. “The commercial conveys that all lenses in the future will be like these, with everyday convenience and automatic UV protection.”

The commercial, which will run more than 700 times on network and cable stations, makes its debut March 3.

“With overwhelming trade support of Transitions Lenses as a higher-performing alternative to regular, clear lenses Transitions is returning to television advertising in a big way with this new commercial that is sure to captivate viewers’ attention and prompt them to ask their eyecare professionals about Transitions Lenses,” Johns said.

“Practices that are aware of the campaign and present Transitions Lenses to more patients can reap the rewards with improved patient satisfaction and increased premium lens sales,” she added.

The campaign messaging was tested with both eyecare professionals and consumers, and was well-received by both audiences. The campaign will also include print advertising, which will run this spring in Newsweek, US News & World Report, Parade, USA Weekend and TV Guide. All told, the campaign will reach 113 million people.

Transitions Crew Ready on the Set

A number of people from Transitions were on hand to assist in the filming of the commercial. Transitions optician Carole Bratteig was the stylist during the filming, charged with fitting the actors with eyewear of the future. “I fitted all of the actors in Transitions Lenses with AR coating,” she said. “This combination offers the greatest comfort and glare control both indoors and outdoors, day and night. I completed the look with frames of the future readily available today.”

Also on hand to consult as the creative process unfolded were Johns and Transitions’ Bette Zaret, vice president, global strategic marketing.