Case Study No. 0311: "The Naughty Librarian" (Pearle Vision)

Pearle Vision Commercial
0:30
2011 commercial for Pearle Vision Glasses
Tags: pearle vision pearlevision commercial sexy naughty librarian brunette glasses hot
Added: 1 year ago
From: JayDLewis
Views: 67,185

[scene opens with an attractive young woman (wearing glasses) speaking directly to the camera in a sultry whisper]
PEARLE VISION CUSTOMER: You have a lot of late fees, mister ... Maybe someone should teach you to return your library books on time. That'll be ninety seven dollars.
[she pauses]
PEARLE VISION CUSTOMER: What? You don't have ninety seven dollars? Well ...
[she undoes the bun in her hair and shakes her hair out in a seductive manner]
PEARLE VISION CUSTOMER: What are we going to do about that?
[camera zooms out to reveal that she's been looking in a mirror in a store, as her husband and a female Pearle Vision employee are standing on either side of her]
PEARLE VISION CUSTOMER: I dunno ... Whadda you think?
HUSBAND: [without hesitation] Get 'em.
PEARLE VISION EMPLOYEE: Get 'em.
PEARLE VISION CUSTOMER: Great!
[she happily turns around and takes the glasses off]
PEARLE VISION CUSTOMER: I'll take these too!
PEARLE VISION EMPLOYEE: [quietly] Okay ...
[cut to the words "Complete Pairs, 2 for $179" on screen]
ANNOUNCER: With these prices, you can afford to experiment! New looks, new prices, new Pearle!

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From wordpress.com:

The final commercial from Pearle Vision is more subtle about the way that they advertise their product but they still rely heavily on the fantasy of the naughty librarian to sell their glasses. The commercial opens with a close up of a women with glasses, a collared shirt and with her hair pulled back staring into the camera and speaking to an unseen man about not returning his library books on time. Throughout the commercial, she takes on the idea of the authoritative library saying that she needs to teach the delinquent patron a lesson. This commercial, also uses the idea of a transformation, which is signified when the woman takes her hair down. However, with the way that the woman stares into the camera and playfully scolds the man she is speaking too, it seems like the advertisers want the audience to believe that she is naughty all along. In the end, the camera pulls back to reveal that the woman is in fact not a librarian but a customer trying on glasses and adopting different looks at a Pearle Vision store.

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From blogspot.com:

A recent commercial for Pearle Vision eyewear hits just the right note. A pulchritudinous young woman with her hair in a bun and twinkle in her eye (the forefinger to pursed lips probably would've been overkill) stares into the camera and purrs menacingly: "You have a lot of late fees, mister. Maybe someone should teach you to return your library books on time."

"The Naughty Librarian," intones the narrator, "and other great looks. Now when you buy one pair of glasses, you get another pair free..." Whether the N.L. is addressing an errant patron or an erotic partner in this spot pretty much depends on how you want to read it. It works, like many a librarian, on more than one level. At the end the woman is revealed as a Pearle Vision customer who simply wants the "sexy librarian" look. While I suspect some actual librarians may be offended by it (our poor, poor image!), I thought the commercial was smart, sassy, and maybe even a tad visionary.