Agency Network: 
August 2009

Print advertisment created by JWT, United States for Visine, within the category: Health.

Natural Tears Formula. Don't ask how.

Advertising Agency: JWT, USA
Executive Creative Directors: Andrew Clarke, Kash Sree
Creative Director / Art director: Raphael Milczarek
Illustrator: Aaron Padin
Photographer: Hans Starck
Copywriter: Humberto Jiron
Producer: Tonya Martin
Director of Art Buying: Shawn Smith
Art Buyer: Carly Chappell
Print Producer: Jena Mattison
Production Company: Sweet Genius
Account Director: Susan Bratteson
Account Executive: Heather Maclary
Project Manager: Steven Marchione

Comments (22)

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Highest Rated

Guest's picture

bottled tears (eye drops)...

Guest's picture


mrckais's picture
Activity Score 417

what is visine?


Guest's picture

bottled tears (eye drops)...

picopalqlea's picture
Activity Score 999

I think it's bottled tears (eye drops)...

mrckais's picture
Activity Score 417

tears?, does somebody buy tears?, or how are they used?, i like the ad, but i really don't understand the product, anyway thanks for the answer


Guest's picture

it's for sore eyes

picopalqlea's picture
Activity Score 999

Yeah, no problem, I remember a friend used it for a while for her "dry eyes"...

bknowlden's picture
Activity Score 3647

i'm not sure why the quality of the images is so low, but a really great execution.

ivan's picture

That's how it was sent. I'll try to ask for better resolution and update.

bayron1989's picture

If the product is positioned, its not necesary talk about what it's, but in case, I dont know about that, what it is Visine, o visit%$%&, hm????? I dont really got it!!

Alami's picture
Activity Score 46


Visine tears

Product Description

* Moisturizes and Soothes.
* Protects against further irritation.
* "Natural Tears Formula" contains 10 important ingredients found in your own natural tears.
* Also available in preservative-free single use containers.


* For the temporary relief of burning and irritation due to dryness of the eye
* For protection against further irritation

bayron1989's picture

Thanks for your answer.

bubblestheclownfish's picture
Activity Score 614

"Don't ask how", but you're going to show me? Hunh?

Plus - I'm getting someone else's tears? Gross. Hey - I get dry mouth when I go jogging, do you have any bottled spit I can drink to help refresh me? What a waste of $ setting this thing up. Beautifully modeled, well shot and illustrated, but a dumb idea.

It's "natural tears" formula, not "actual tears" formula. I know it's a hard proposition, as the formula name kinda backs you into a corner, but this isn't the answer.

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

I'm with "bubbles" on this one.
I get the message of "as close as the natural tears" perfectly clear. It's the unintended other rather unpleasant message I'm walking away from the ad that's bothering me. As someone who worked on the similar product before and more importantly, as a consumer, I think this work will make the audience feeling a little squeamish about the eye drop. It's the overt suggestion of collecting someone else's "bodily fluids" and selling them as a product that disgusts me.
"As close as the nature intended" is a message many advertisers want to convey about their product. But there's a right way and wrong way to do it. This campaign falls into the category of "highly creative," no question about it, but the ultimate takeaway (conscious or otherwise) is "highly questionable."

Guest's picture

Trying too hard.

Arkadiusz's picture
Activity Score 1275

plus for the originality

Anna Turkiewicz Advertising Agency
imagination powered by knowledge

Guest's picture

I know everyone is entitled to their own opinions, and that no opinions are wrong, but you people who don't like this ad--totally wrong. It is the best thing that has popped up on this site in ages.

Guest's picture

Don,t ask how" is not required. It is confusing everyone.
Idea is more stronger when you say.. "Only Natural Tears Formula"

But..which teardrop company spend so much money in advertising?

Guest's picture

Don't ask how it works, 'cause it works and works well.

stafro's picture
Activity Score 26

You seem to refer to after a certain metaphysical
Or indicate that you are in this painting for example, for the suffering of human beings

just write's picture
just write
Activity Score 651

this is original.. but confusing...

michelangelo's picture
Activity Score 660

I like it