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THE SUMMARY AND CRITICAL ANALYSIS OF THE COMMERCIAL: PEARLE VISION BEN’S GLASSES

CAO TRAN BACHELOR OF BUSINESS ADMINISTRATION, NAIT COMM1101-COMMUNICATION I INSTRUCTION: GREG BECKFORD NOVEMBER 1, 2020

Summary Word Count: 204 Critical Analysis Word Count: 464

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INTRODUCTION Under the direction of creative director Andres Ordonez from an advertising agency called Energy BBDO Chicago, the commercial for Pearle Vision successfully caught the attention of many viewers. So, what is the special attraction of that promotional video? It emphasizes the importance of person-to-person care, and Pearle was advertised as a place to not only address eye problems but also address the need for understanding of the customer. In a fairly competitive field of eyeglasses, Pearle's investment in an ad that is touching the audience's emotion seemed to be on the right track. The video, titled "Ben's eyeglasses" was released in early 2017, focuses on a young boy who initially always wore glasses that didn't fit him and had a particular impact on his vision in daily activities. From walking upon the stairs, drawing pictures to read a book, to even pouring a glass of water didn't seem easy for him. However, he still has no intention of giving up those glasses, nobody understands where Ben's problem lies, not even his parents. Finally, at Pearle Vision, the doctor discovered that he had no eye problems, the reason he always kept it was because it was the only memory between him and his grandfather. Therefore, the doctor chose to give him another pair of lenses to match his eyes and keep his original frame, by that way Ben would still retain the bond between him and his grandfather. The doctor's commitment to caring proved the difference between Pearle and his competitors that "It isn't just about the vision; it is about care". SUMMARY A small act, a little care, is enough to warm the hearts of others when they are still struggling in their own sadness. That is described quite clearly in the Pearle Vision promotional video about a boy and the special glasses of his deceased grandfather. The glasses can be 2 Cao Tran Section A03

considered an inseparable object from Ben because it is the only remaining connection between his grandfather and him. It has brought a lot of obstacles for Ben from school to daily life because it did not suit his nearness, but he did not share with anyone what his reason was. Through the video, viewers can see that he sometimes Ben sank into sadness when he watches himself wearing glasses in the mirror. Helpless when unable to see even his own hands or feet because he didn't want to take off his grandfather's glasses, it brought him s feeling that grandpa was always by his side. Until Pearle Vision appeared, the attention and care of the doctor helped Ben ready to share his secret about glasses. Then the doctor can find rescue Ben by switching suitable lenses for his eyes prescription and allowing him to always keep his grandfather's memories with him without any further struggles. CRITICAL ANALYSIS A very short promotional video of just over a minute but is effective in reaching audiences by emphasizing love and care are two important criteria that touch the hearts of others. The first thing that attracts audiences is probably the soft, deep but very catchy guitar sound along with the voice of Novo Amor called Weather that came out at the beginning of the video when Ben who was in the black suit took out his eyeglasses. Besides, the colour of the video is also quite deep and dark along with the lyrics "Take the weather from your heart ... It tarnished along ago.", creating a rather sad and moody scene. It was evident in Ben's gaze, which was filled with sadness as he put on his glasses and looked out the car window. The next scene is Ben about to stumble on the stairs then look at himself in the mirror in his glasses. At this point, viewers may gradually notice and be quite curious about why Ben wears an oversized pair of glasses and seem to be too strong for his eye’s prescription. As soon as Ben woke up, he quickly put on the glasses to although it seemed quite to limit his vision. The evidence was a series of 3 Cao Tran Section A03

shots later: Ben could not clearly see the bus door, his glasses slipped out as soon as he lowered his head in karate class, unable to see clearly while matching the zipper of his jacket or even the horn chords during practice. Not stopping there, he also had problems in drawing and reading, no matter how it affected his life, Ben still refused to give up that eyeglasses. And finally, feeling that son could not even pour orange juice into the glass, Ben's parents decided to take him to Pearl Vision. Immediately after Pearle's doctor appeared, the chorus of the song seemed to lift the viewers' mood to a much more optimistic and cheerful level of emotion, this is a sign for Ben's problem that was going to resolve. The doctor still couldn't find the problem until Ben showed pictures of his grandfather and him that he always kept besides, in which the two of them seemed very happy, different from Ben's gaze from the start. So, the doctor decided to keep the frames and switch only the right glasses for the eyes, which not only helped Ben get rid of the problem but also allowed him to keep his grandfather's meaningful item. With understanding and caring, the doctor completely removed the knot in Ben's heart. At this point, viewers finally have seen Ben's smile in the whole video advertisement with the saying "It isn't just the vision, it's about care." The video ends with a picture of Pearle's logo on a white background along with the tagline: "Nobody cares for eyes more than Pearle." CONCLUSION In conclusion, the promotional video is conveying the message that care is an important key to unlocking people's secret doors. With the care and mentality of Pearle Vision's doctor, Ben not only got rid of the problem that the inappropriate lenses have brought but also kept a unique memory between him and his grandfather. From footages, colours, images, actors to melodies, song, everything seems to have been perfectly edited by the director to attract viewers' sympathy; while also highlighting the Pearle Vision brand positively. Pearle has selected an accurate 4 Cao Tran Section A03

advertising agency which is called BBDO to help it outstanding in this tense industry and attract a large audience through television and social networks.

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Reference

Diaz, A. (2017, January 5). PEARLE VISION’S TALE ABOUT A BOY WITH BIG GLASSES TUGS HEAVILY ON YOUR HEARTSTRINGS. AdAge. https://adage.com/creativity/work/bens-glasses/50490

Lazare, L. (2017, January 10). Energy BBDO Chicago teams with Pearle Vision for new “Small Moments” campaign (Video). Chicago Business Journal. https://www.bizjournals.com/chicago/news/2017/01/10/energy-bbdo-chicago-teams-withpearle-vision.html

Pearle Vision TV Commercial, “Ben’s Glasses.” (2017). iSpot.tv. https://www.ispot.tv/ad/A3vf/pearle-vision-bens-glasses

(2017, November 2). Pearle Vision Bens Glasses. YouTube. https://www.youtube.com/watch? v=Y-5-MO5XTgs&feature=youtu.be

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