Press ad copy

Alcon Contact Lenses - you can probably guess what they do. Working with Magic Pencil in Switzerland, I wrote the copy for the press ads to go alongside the campaign idea. 

The campaign needed to appeal to women - and break down any pre-conceived notions and fears about the ageing process.

In the usual back and forth with the client the body copy was watered down to something a little safer. It moved from a roaring lion chasing a frightened deer, to a mouse crying in the front row of an Opera.

But, still, the client was happy and there's still a bit of snap to the press ad.