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Pearle's Reason to Buy Contacts? Better Voyeurism

In Belgium, Clearing Things Up for Eyeglass Wearers

Published on .


For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

There is no point in wearing glasses if you are trying to ogle naked men or women in a steamy changing room. That was the basic brand message of Belgian contact-lens maker Pearle in its web-based campaign "The Steamy Room." Visitors to the site get to select whether they want to check out semi-clad men or semi-clad women and then enter the respective changing room with a first-person viewpoint through a pair of rimmed glasses. As soon as one enters the room and starts to see tantalizing glimpses of flesh, the glasses begin to fog up and require frantic polishing with a cursor to clear the view.

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CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.

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