"Vision Break-through"
This is one of the BluBlocker ads that helped Joe Sugarman sell 20 million pairs! As a kid, I always enjoyed wearing my dad's Blublockers & now, as a marketer,...View More
I have a whole new appreciation for the product & this campaign. "When I put on the pair of glasses what I saw I could not believe. Nor will you." That's the first subhead you read & it instantly pulls you in thinking "what could he not believe?!" Sugarman then proceeds with a story that intelligently makes him sound like a customer, even though he's the creator. As you read through the ad, notice how Sugarman begins the story by describing how shockingly amazing the view through the lens felt (comparing them to his more expensive glasses). Then, in the next column, he immediately transitions to the health problems associated with conventional sunglasses. If that weren't enough, he even mentions how they went all out on the frame (once again, comparing it to luxury eyewear) as well as the hinges. Sugarman finishes the ad with a strong guarantee stating that "if you don't see a dramatic difference in your vision - one so noticeable that you can tell immediately, then send them back anytime within 30 days." This will easily go down as the greatest campaign for eyewear, ever.
