Sterling Licenses Mr. Magoo for TV/Print Ads

At Vision Expo East, Mr. Magoo is greeted at the Sterling Optical booth by Emerging Vision execs (l to r) Myles Lewis, Chris Payan and Sam Herskowitz.

GARDEN CITY, N.Y.--Venerable cartoon character Mr. Magoo--know for being near-sighted--is bringing his personal brand of myopia to Sterling Optical’s latest advertising campaign, under a new licensing agreement signed by Sterling parent Emerging Vision.

A series of new print ads that began running early in the first quarter features Mr. Magoo urging consumers to come to Sterling and “See What You’re Missing.” In addition, live-action TV commercials show people “acting Magoo-like,” according to Sam Herskowitz, Emerging Vision’s co-chief operating officer. At the end of each commercial, Mr. Magoo strolls in as his theme music plays.

“Looking at Mr. Magoo just puts a smile on your face, we want people to come into our stores with smiles on their faces,” Herskowitz told VM.

This is one of a new series of Sterling Optical print ads featuring cartoon character Mr. Magoo.

Beginning late in March, Sterling stores will use the Magoo image on cutouts, signage, T-shirts and other POP materials. In addition, a new gift-with-purchase promotion will offer consumers who buy eyewear at a Sterling store a free DVD with clips from five Mr. Magoo cartoons. Included on the DVD will be Sterling’s new TV spots.

A live “Mr. Magoo” will also be visiting Sterling stores in the New York City area through mid-April, Herskowitz said. --Cathy Ciccolella