The expression "a needle in a haystack" is quite prevalent in Western society and the Sears Optical ad campaign interprets it in a rather fun way. Although it stays away from this cliched idiom, a viewer can’t help think of it when looking at the three print ads in the campaign.
Conceived and executed by Lg2, an ad agency based in Quebec City, the Sears Optical ad campaign features three different scenes that have found the near impossible: a four leaf clover, a burnt matchstick and a nail. This is made to seem impossible because, for instance, the four leaf clover has been plucked for a sea of three leaf clovers. Yet, thanks to Sears Optical, the impossible is made possible; eye sight is sure to improve tenfold with its eyeglasses.
Clover Search Campaigns
The Sears Optical Ads Demonstrates Improved Eyesight
Trend Themes
1. Improved Eyesight Through Eyeglasses - The Sears Optical ad campaign demonstrates the opportunity for disruptive innovation in the eyeglasses industry to improve eyesight.
2. Creative Interpretation of Cliched Idioms - The Sears Optical ad campaign showcases the trend of using creative interpretations of cliched idioms in advertising.
3. Visual Representation of Finding the Impossible - The Sears Optical ad campaign highlights the trend of visually representing the idea of finding the impossible.
Industry Implications
1. Eyeglasses - The eyeglasses industry can explore disruptive innovations to improve eyesight based on the example set by the Sears Optical ad campaign.
2. Advertising - The advertising industry can capitalize on the trend of using creative interpretations of cliched idioms in campaigns, similar to the Sears Optical ad campaign.
3. Creative Design - The creative design industry can benefit from the trend of visually representing the idea of finding the impossible, as demonstrated by the Sears Optical ad campaign.