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Specsavers offers people $200m for their eyes to prove value of eyesight

Specsavers has set up a fake clinic which offered visitors millions of dollars in exchange for their eyeballs to test how emotionally connected people are to their sight.

People’s emotional reactions – including teary insistence that “I need my eyes” and “You can’t really put a price on your sight” – were then compiled into a campaign via Cummins & Partners.

The ad moves away from the more light-hearted “Should’ve gone to Specsavers” – which has become the brand’s default humorous tag line in ads which show people making embarrassing mistakes when encumbered by poor eye sight – and instead concludes with “Your eyes are priceless”.

Cummins & Partners said Specsavers went to great lengths to pull off the confronting campaign, including constructing a high-tech facility in a CBD office tower from scratch, complete with staff, a company backstory, brochures, a corporate video and branded stationary.

The ad sees the fake brand’s representatives offering people increasing amounts of money for their eyeballs. The would-be-eye-sellers then grapple with what life without sight would be, and whether they can put a price on their vision.

Chris Ellis, creative director at Cummins & Partners, said the team started with a human truth – you wouldn’t trade your eyes for anything – and then put it to the test.

“The result is genuine emotion from everyday Australians when confronted with the prospect of a world without vision – it’s undeniable,” he said.

The tail-end of the ad focuses on questioning the participants – who insisted their eyesight was not for sale – on how long it had been since they’d had an eye test.

Sean Cummins, the agency’s founder, said: “The best advertising doesn’t just get people to think, but act. We believe this compelling piece of work will do both.”

Specsavers marketing director Sarah McInnes added: “We have a big problem in this country with people not understanding the crucial importance of preventative eye care. No Australian should suffer from preventable vision loss or blindness.”

The Priceless Eyes campaign launched yesterday in Australia and will run across TV, online, social media and print.

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