PEARLE VISION once again hopes to capture hearts with its emotionally-driven “Small Moments” advertising campaign. The campaign, which features a film titled “Olivia,” sheds light on commitment to quality of care and the patient trust it can earn. The film tells the story of an energetic young girl with multiple interests and a passion for history-making women. As the film progresses, it becomes clear that Olivia isn’t able to see clearly. Olivia’s mom takes her to Pearle Vision where the optometrist helps her find the right pair of glasses. The optometrist presents Olivia with a photo that conjures an immediate reaction of joy, illustrating not only did she diagnose her patient’s visual acuity issue, but she took the time to learn about the unique interests that Olivia celebrates on her “Women Who Made History” board in her bedroom.

It is later learned that the picture she adds to her board is iconic heroine Billie Jean King, wearing a pair of frames identical to Olivia’s. “I’m excited to be included in the new Pearle Vision campaign,” says Billie Jean King. “When I was young, I was told I could never be number one in the world because I wore glasses, and that was one of the things that motivated me to become the best I could be. I applaud Pearle Vision for their message of encouragement, reinforcing that wearing glasses can help you achieve your dre  ams.”

Olivia’s new glasses are more than just a tool to help her see clearly, they are her connection to the women who inspire her every day. “What ‘Olivia’ instills is incredibly positive. It’s an emotional connection to a young child who is now better prepared to reach her potential—clear vision can help you achieve what you want in life,” says Doug Zarkin, vice president and chief marketing officer for Pearle Vision. “There is no mistaking what feeling Olivia has after visiting the optometrist at Pearle Vision. She is empowered and fully embracing her new eyewear.”

Developed by Energy BBDO and directed by Elle Ginter, this campaign taps into Pearle Vision’s commitment to delivering eyecare beyond a routine eye exam to ensure each patient receives personalized care. “Olivia” aims to build on momentum generated from the brand’s 2017 campaign “Ben’s Glasses,” which earned industry accolades as well as positive customer response that has supported sales growth. The film will be featured in a multimedia campaign throughout North America supporting corporate and franchise Pearle Vision locations throughout the U.S., Canada and Puerto Rico.

—Kathryn Burba