FreeVisionInfo.com Blog

Quite possibly the strangest ad campaign I’ve ever seen, Bausch & Lomb have enlisted a giant white rabbit as their “poster boy” for a European marketing attempt. The poster features an ivory hare about five stories  sitting casually in the middle of a New York street. The purpose? To note how your vision can start playing tricks on you at night. Or at least that’s the explanation coming from Bausch & Lomb’s senior brand manager, Eric Kaiser.

“The tongue-in-cheek campaign communicates how SofLens daily disposable contact lenses provide clear, crisp, clear vision in low light conditions.”

OK, makes sense. But a giant white rabbit? Not seeing the connection. Maybe it’s some cerebral reference to Alice in Wonderland, but when my vision starts taking a turn at dusk, I don’t see imaginary objects like glowing rabbits. Maybe the idea is to merely grasp your attention rather than inform you of anything. But if I drive down a street in Manhattan and see an oversized Easter bunny, the last thing I’ll probably think is, “It must be my contacts.”  Check out the picture below and be the judge yourself. You can read more about the campaign here.

(photo courtesy of creativematch.com)