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A great new campaign Toronto agency Red Urban created for the eye clinics Richmond Optometry to show the importance of checking your eyes with appropriate professionals.

The idea is very simple – to see or not to see. Garden hose or snake? Eye drops or super glue? Mannequin or dead girl? Would you distinguish? The commercials demonstrate that not always it’s an easy task. How did the agency come up with such a brilliant idea? Well, as always, the best inspirations come from the real life experience. “We all teamed up to come up with these, but really it’s about one of our writers who neglected to check his eyes for a number of years,” said Red Urban executive creative director Christina Yu. “He’d always be mistaking things like, ‘Why is that guy holding a pool cue?’ when it was a violin. So when Richmond Optometry came up, he was the best one for it. It’s pretty much a depiction of this writer’s life.”

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