NEW YORK—EssilorLuxottica is launching a new consumer campaign this week in the U.S., supporting the introduction of the Varilux XR Series to create awareness among presbyopes of the first eye-responsive progressive lens powered by behavioral artificial intelligence. The "See the Future" theme showcases the technology in the Varilux XR Series by demonstrating how a predictive model is used to understand how the consumer's eyes move. The campaign will include TV, online video, display, and social media and leverage new creative campaign elements to reach and engage progressive lens patients with nearly one billion media impressions in Q3, the company told VMAIL.

It also noted that the new TV commercial will be seen by over 90 percent of the Varilux target demographic. The global campaign was produced by EssilorLuxottica’s Creative Hub in conjunction with external agency The Mill, taking place in a futuristic environment designed with expert 3D animation to communicate the product’s advanced technology.

The story follows four diverse talents in their 40s as they discover Varilux XR series and experience the lens’ key benefit, instant sharpness, even in motion. It also features an opening scene that demonstrates how digital twinning technology helps predict visual behavior in various situations.

 
 
The campaign has a 360-degree communication approach to support the consumer journey and guide them to ask their eyecare professional about Varilux XR series. It includes a TV spot, audio spot for music streaming services, and digital assets for all social platforms as well as out of home.

In-store materials will be fully visible at the point of purchase. Ads on Meta, Spotify, YouTube and more will support conversion through over 200 million additional impressions. There will also be an emphasis on driving traffic to Essilor Experts, Essilor’s flagship partner program designed to optimize practices’ business results, the company said.

“Varilux has always been at the forefront of technology, but this campaign goes further to position Varilux XR series as the lens of the future. It illustrates how the innovation leverages cutting-edge behavioral artificial intelligence to meet presbyopes’ changing visual needs,” said Agnes Dewidehem, global head of marketing for lens brands and categories at EssilorLuxottica.

“In this pivotal moment for the brand, we needed a campaign that would bring consumers into this new Varilux world – one that is pushing the boundaries of science and technology further than ever before,” added Matteo Pelo, executive creative director at EssilorLuxottica. “A lens engineered with artificial intelligence needed an art direction and a visual treatment fit for the storytelling that we have in the new Varilux XR series campaign—one that reflects the lens of the future.”

A link to one of the 30-second TV commercials can be found here.



Essilor executives first previewed the Varilux XR Series in February, as VMAIL reported, and debuted the new lens to ECPs in March.