Agency Network: 
November 2009
Ópticas Schilling:  Owl


Print advertisement created by Unitas, Chile for Ópticas Schilling, within the category: Personal Accessories.


Optics Schilling. See better

Advertising Agency: Unitas/RNL, Santiago, Chile
Executive Creative Director: Pancho González
Creative Director: César Ojeda
Art Directors: César Ojeda
Copywriter: César Ojeda
Photographer: Pato Pescetto
Retoucher: Michael Burgos
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Marlus Lau's picture

Good pictures, Mr. Pato Pescetto. The idea is rather common.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
dsklan's picture

whats the idea? look better or invisible glasses?

Activity Score 1924
Art Director at homeshop
silvi's picture

No, the idea is your vision will be perfect like an owl. It´s not that difficult to understand. owls has excellent vision.

Activity Score 4170
rolling.stone's picture

but only in night, not it day

Activity Score 2739
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

Then it should say " SEE better ". Duhhhh...

lucaszaiden's picture

Very eye catching, ok.

But I can see some issues regarding the communication, like:

An eagle has a very good vision, so, it doesn`t need the glasses. So, the glasses are useless for people who have a good vision. Ok. Where is the surprise?

This campaign is telling nothing but the truth.

Does anyone agrees with me?

Activity Score 93
VP Executive Creative Director |


picopalqlea's picture

yes i have to agree with you... the payoff is confusing.

Activity Score 999
stafro's picture

hehe . . . you are the Doctor , you are the master

But i wanna to ask, Is it possible to use this declaration for microscopes for example ?

Activity Score 26
Art Director at art director
quodavid's picture

agree too! 90s idea

Activity Score 734
Guest's picture

That´s why it only has the frames dURRR!!!

Re Dator's picture

My english is not that good, but here it go...

Is there a chance the translation would be wrong?

phrasal verbs aways confuses us, latin americans (i´m brazilian)

Maybe the original ad (in castilian) would be saying: "See better" and not "look better"(get a nice visual)

That´s can change the whole idea...

Remember: this is a brazilian´s point of view

PS: I know, my english sucks...

Re Dator
Activity Score 28
Copywriter at Trade Mkt
Jet Propulsion Lab's picture

I understand your English perfectly well. And I couldn't agree more.
You make the best argument of anyone that's here commenting on this ad.
The word "look" was what was throwing me off, too. If the ad is about the "ability" to see better on the part of the wearer (which I believe it is,) then the translation is totally off. Nobody want to "look like" an owl or any other flying animal!!
I've seen quite a few ads on here with unintended translation mistakes which make the ad message competely different and downright confusing...

Jet Propulsion Lab
Activity Score 10679
Re Dator's picture


If there is a confusion about the words "see" and "look", the ad is not about beauty...

"If the idea is "See things better", guess they trying to say: "Not even the lens` brightness will block your vision"

or: "Our glasses are very good. Using them, you´ll see things so better you wont even remember you´re using then, except for the wire frame"

(dawn it... my english again... sorry)

Re Dator
Activity Score 28
Copywriter at Trade Mkt
Guest's picture

buena idea , limpia , directa , y la direccion de arte esta la raja

CrackerJackFlash's picture

doesn't need a line.

Activity Score 19604
Creative Director at CrackerJackFlash |

Guest's picture

wow!! beautiful

mikeelrapido's picture


Activity Score 1929
Copywriter at Evo S.C. |


Guest's picture

Simply and beautiful idea

funky_frogii's picture


Activity Score 2536
Graphic Designer at Graphic designer. |

Infected by a virus called CREATIVE | "And ya I Love Everything" |

theanc's picture

Nice one.

Activity Score 2784
Art Director at Grey Brazil |

Guest's picture

Love this art style

Guest's picture

great art!!!!

Guest's picture

Brillant, genial!!!!

Migzter13's picture

Excellent Execution. Nuff Said.

Activity Score 973
Graphic Designer at De La Salle University, Manila |

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

willy wonka's picture

I love this idea and execution

willy wonka
Activity Score 137
xezadaca's picture

Brillant, Great work!!!

Activity Score 85
Art Director
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