# Eyeglasses Funeral Ads The Bausch & Lomb Pure Vision 2 Campaign Gives Eyes New Life By Meghan Young | Published 2012-10-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/bausch-lomb-pure-vision-2 References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/10/bausch-lomb-pure-vision-2-coffins-brown-coffin-coffins-black-coffin/) & [tbwa](http://www.tbwa.com) With every death there is a new birth, a poetic idea that the [Bausch & Lomb](https://www.trendhunter.com/trends/bausch-lomb-infuse-multifocal-silicone-hydrogel) Pure Vision 2 ad campaign embraces. As it lays to rest a couple pairs of eyeglasses, it welcomes contact lenses, which will "give a new life to your eyes," as stated in the tag line. The Bausch & Lomb Pure Vision 2 ad campaign was created by the ad agency branch [TBWA](https://www.trendhunter.com/trends/balloon-product-test)\Central Asia & Caucasus. Art and creative directed by Juan Pablo Valencia, it centers around an [eyewear case](https://www.trendhunter.com/trends/bouquet-collection-1) that has been tweaked to look like a coffin. Cleverly executed, even the cleaning cloth comes into play. Designed by Asem Kiyalova and illustrated by G. Arevalo, the concept of the ad campaign is incredibly creative. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 48% | Activity: 39% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Eyewear Innovation:** The use of creative marketing campaigns and innovative designs, such as eyewear cases resembling coffins, can offer disruptive innovation opportunities in the eyewear industry. - **Contact Lens Promotion:** Promoting the benefits of contact lenses as a new life for eyes can create new opportunities in the vision care industry. - **Poetic Advertising:** Using poetic, emotionally evocative themes in advertising can break through traditional marketing techniques and offer disruptive innovation opportunities. ### Who This Affects Most - **Eyewear Industry:** The eyewear industry can capitalize on creative marketing campaigns and innovative designs to stand out in the market. - **Vision Care Industry:** Promoting the benefits of contact lenses offers opportunities for disruptive innovation in the vision care industry. - **Advertising Industry:** Using emotional and poetic themes in advertising can provide opportunities for disruptive innovation in the advertising industry. ## Related on Trend Hunter - [Iconic Eyewear Design Revivals](https://www.trendhunter.com/trends/hookipa-ultra.md) - [Hard-To-Read Health Campaigns](https://www.trendhunter.com/trends/specsavers-campaign.md) - [Gamified Eyecare Campaigns](https://www.trendhunter.com/trends/eye-odyssey.md) - [Lens-Cleaning Apparel Collections](https://www.trendhunter.com/trends/microfiber-collection.md) - [Motocross-Inspired Eyewear Campaigns](https://www.trendhunter.com/trends/eyewear-campaigns.md) - [science-backed eye relief campaigns](https://www.trendhunter.com/trends/its-a-science.md) - [Extra-Gentle Eye Care Solutions](https://www.trendhunter.com/trends/biotrue-products.md) - [Smart Glasses-Compatible Ads](https://www.trendhunter.com/trends/rayban-meta-smart-glasses.md) - [Concept Eyewear Campaigns](https://www.trendhunter.com/trends/bouquet-collection-1.md)