RANCHO CORDOVA, Calif.--For the second consecutive year, VSP Vision Care is taking its eyecare message directly to consumers via an ad campaign that includes a TV commercial, now running in about seven U.S. markets.

While declining to identify the particular markets chosen, Rob Lynch, VSP’s president and chief executive officer, told VMail, “Our advertising is targeting markets where we can track the impact of the ads on enrollment.”

Lynch added, “Last year our goal was to identify VSP Vision Care in the consumer’s mind; this year, we’re bringing in our doctors in the ads as part of that message, urging consumers to ‘go see their VSP eye doctor.’”

As for VSP’s TV commercial specifically, the ad “is designed to help viewers recognize the importance of their vision and maintaining healthy eyesight,” a company spokesman said. “It does so by spelling out that ‘Words can’t describe what your eyes bring to life,’ and that people should give their eyes the personalized attention they deserve.”

The consumer campaign--which kicked off in mid-June and will run through November--includes radio, online and billboard advertising in addition to the TV spot; VSP will also deliver its message at local events in the affected markets.

View the VSP –- Vision Care for Life commercial on VM WebTV at www.visionmonday.com.