The Sears Optical campaign capitalizes on the common phrase, "Watch like a hawk." It revolves around two animal masks, which happen to be incredibly lifelike. One is a hawk while the other is a lynx. These two animals were chosen because they represent two specifies with excellent eyesight, eyesight that a human can have thanks to Sears eyeglasses.
Conceived and executed by Lg2, an ad agency based in Quebec City, Canada, the Sears Optical campaign is quite minimalist. Aside from the imagery of the masks, it relies on the common eyewear arms to get the real message across, that people's sight will be greatly improved thanks to Sears Optical.
The Sears Optical campaign was art directed by Vincent Bernard and creative directed by Luc Du Sault.