Iris eye brand is using an earworm to celebrate 35 years in business in a new campaign that combines modern visual flair with nostalgic charm.

The “Iris it’s me” campaign by longtime agency partner Imago features Corey Hart’s hit “Sunglasses at Night” and also makes room for an appearance from the 80s pop sensation’s daughter, Dante Hart.

The creative takes inspiration from the fashion world but mixes company employees in with models in what the brand says is a reflection of its commitment to staying atop trends while celebrating the values that made it a success – its people and their expertise.

The multi-platform campaign includes a 30-second TV ad, digital assets across online platforms and social-media and in-store displays.

“By leaning into digital platforms, we can engage consumers where they already are, ensuring a strong, targeted presence,” says Mélanie Hajjar, VP of marketing at Iris. “At the same time, going back to basics with unaddressed mailers allows us to create a tangible, local touchpoint that reinforces brand awareness in a way digital alone cannot.”

Hajjar tells strategy that Iris favoured a focused and efficient marketing spend over a broader “spray and pray” approach. “It’s about impact, not just reach – connecting with our communities in ways that are both personal and effective.”

Hajjar says rapidly expanding competitors such as Specsavers allow Iris to differentiate with an approach focused on expertise, people and eye health.  

“While we recognize the buzz surrounding Specsavers’s entry and their ambitious growth, we see their presence as a positive force in raising awareness around the importance of eye health,” Hajjar says. “Rather than engaging in a marketing battle, we will continue to focus on what we do best: providing personalized, high-quality care with a team of dedicated professionals who put patients first.”

Eye health is a year-round priority, Hajjar adds.

“Market dynamics and consumer behaviours naturally fluctuate throughout the year,” she says. “By maintaining a consistent presence, we ensure that we’re always top of mind for those looking for trusted eye care, rather than tying our approach to a specific season.”

National PR is providing communications support for the “Iris it’s me” campaign.