Kill the red.

Eyes have always made me queasy. Don’t get me wrong, I am glad they are there. I just don’t feel I need to be reminded of what I think is the most vulnerable part of my exposed body with revolting images like these. I also have a phobia of blood and veins. Again, I need no reminding that they are there.

And yet the ad agency who came up with this campaign seems to think I do. As a result, I have found myself inadvertently contemplating not only my eyes, but the blood pumping through them in miniscule proportions aswell.

I remember reading a story as a teenager that has been left imprinted on my mind. Maybe this story is the reason for my fear of the combination of blood and eyes. Who knows.

The story was about a nine year old boy who was fighting at the dinner table with his younger brother. The boy had the ingenious idea that he could use his cutlery to win the argument, and so, without any hesitation, he thrust his fork into his brothers eye. Here the fork fixed itself, and when the younger brother attempted to remove it, his eyeball came out aswell, stuck on the end. The eye and the fork were hastily repositioned in the eye socket, the boy was taken to hospital, and the offending weapon was removed, unfortunately taking the eye forever with it.

Sigh.

These ads for Croma Eye Drops just aren’t different or interesting enough to detract the viewer from how gross they are. What I would like to see is an advertisement for this type of product that in no way refers to eyes or the reason for their being red, and still manage to sell the product.

Now that would be clever.

Advertising Agency: Tonic, Dubai, UAE
Creative Director: Vincent Raffray
Art Directors: Valerio Battagli, Thomas Derouault
Copywriter: Dario De Albuquerque
Photographer: Tejal Patni
Illustrator: Amin Faramarzian

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