413 Mill Street Rocky Mount, NC   27804 Phone 252-985-1371 Fax 252-985-2303 www.doctorsvisioncenter.com

Contact: Sherrie Rogerson Phone: 252-758-5854 E-mail:  srogerson@eyeamerica.com

FOR IMMEDIATE RELEASE 9 AM EDT, MAY 16, 2003

Doctors vision center breaks the mold;

 focusing on the things we don’t want to see

Raleigh, NC  -- May 16, 2003 –  Seen enough commercials featuring $99 eyeglasses, smiling people in fashionable frames, and eye doctors in white lab coats to last a lifetime? Doctors Vision Center is not only certain of this, they are banking on it with the introduction of the their new branding campaign created by Howard, Merrell & Partners.

 

Featuring such eye-catching phrases as “Hip Huggers on a 325-lb plumber,” “Chunky milk,”  “The Fiery Gates of Hell,” “Your Nephew’s Toenail Collection,’ and “Your dog dragging himself across your pillow,” the new broadcast and print campaign relies on a litany of things you’d rather not see to make the point that Doctors Vision Center cares about more than just selling you a pair of glasses, they’re committed to a lifetime of better eye health.

 

Commenting on the new work, Scott Crawford, Creative Director at HM&P, said,  “DVC really does have a point of difference. They’re committed to caring for the health of their patients’ eyes for life, not just until the next style change.” “But let’s face it,” continued Crawford, ”as much as we all want to safeguard our vision, there are just some things you’d rather not see, like flashing blue lights in your rear view mirror.”

 

The new campaign includes three 30-second TV commercials and one :60 radio spot, all featuring their own offbeat list of “Things” set to a whimsical original music track. The payoff for DVC and its patients comes in the accompanying voiceover, “There are some things you never want to see. We’re here for everything else. Providing a level of care your eyes deserve.” 

 

Sandy Clingan Smith, Vice President of Marketing for Doctors Vision Center, elaborated further on the new campaign, saying, “The creative definitely plants a stake in the ground that DVC is different, that we’re here to help people see and enjoy all that life has to offer.  But it comes at you in a way that people don’t expect, with a surprise and a smile. That’s a rare accomplishment in this business.”

 

The Doctors Vision Center campaign launches May 19, 2003. In addition to broadcast, the campaign also includes point-of-sale posters and newspaper executions of the broadcast concept.

 

Doctors Vision Center began in Greenville, NC with one eye-care professional and has grown to a group of 85 independent optometrists operating in 4 states in the Southeast -- North Carolina, South Carolina, Virginia, and Tennessee.  The company focuses on all aspects of vision care, including treatment for eye disease and injury, complete contact lens and eyeglass services, and special programs for industrial safety, nursing homes and visual learning.

 

Howard, Merrell and Partners is a member of the Interpublic Group (NYSE: IPG).  The agency specializes in branding and advertising for Fortune 100 companies as well as regional marketers.  Interpublic is the leading global marketing and advertising company.

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