Lumify TV Ad: Can't Take My Eyes Off My Eyes

During my tenure as an Associate Creative Strategist at FH (now Avalere Health), Lumify was one of my favorite brands to work on. In pharmaceutical advertising, it's not often that young adults who need a remedy for the red eye are the target demo. Boy, did I have fun with this one...

Following the same upscale, sophisticated concept from the previous campaigns Lumify has presented before, this ad served as a reinforcement towards the male audience marketing.

When we created the concept, we wanted to show the emerging lifestyles of the audience: go-getters, hustlers, and people on the everyday grind. My role as a copywriter was to tease out the keywords and qualities that truly make up our audience members and carve messaging through the script.

The concept was a treat to have as a brief, I can't lie. There is something to aspire for in the fast life. I mean hell, if you can afford it, why not? Lumify is no different. There's a reason why some things just look and feel cool, and this reason goes beyond most of our basic senses. We simply just can't take our eyes off of it.