Brief: To create awareness for JollyCare Vision, one of Singapore leading experts in prescriptive eyewear.Solution: In Singapore, most radio is relegated to a single voice over reading off typical hard-sell retail offers in as excited a voice they can muster. This was an opportunity to stand out from the clutter with a humourous take on what it might be like to be short-sighted.Location: Since the store has several branches within the Central Business District, it made sense to target young professionals (aged 25-40) who were driving to work. These spots ran on SAFRA radio, one of SIngapore's 3 most popular stations during drive time traffic.