About Butterflies Eyecare

Butterflies Eyecare is a specialist, one-stop online destination for modern eye health and comfort, bringing together expert advice, quality solutions and excellent value for money. With a warm, reassuring tone and a focus on everyday eye wellbeing, the brand exists to help people move from “suffering in silence” to finding simple, effective answers, especially for common issues like dry, tired, sore and irritable eyes.

The Butterflies Eyecare range spans carefully selected eye healthcare and lifestyle products designed to support different needs and life stages. This includes eye drops and wipes for dry or irritated eyes, supplements to help maintain healthy vision, and award-winning makeup created for contact lens wearers and people with sensitive eyes. The range is supported by practical essentials such as sunglasses and magnifiers, ensuring Butterflies Eyecare can present a complete brand solution rather than focusing on one standalone product.

With a strong female skew for core dry-eye and makeup shoppers—particularly within the 24–44 bracket—Butterflies Eyecare also serves older audiences through its supplement and magnifier categories. Positioned as a more premium alternative to typical high-street options, the brand aims to become the most trusted “site for sore eyes” for customers seeking better, more specialised solutions.

The Brief

Butterflies Eyecare instructed Universal to create a memorable brand-led TV commercial and supporting video assets that showcase the breadth of the Butterflies Eyecare offering. The campaign’s primary objective is to drive audiences to the Butterflies Eyecare website and ultimately increase sales, using butterflies-eyecare.tv as the on-screen URL and a 15% off first-order offer code to encourage immediate action. The .tv link will act as a dedicated landing page designed to connect the TV creative to highlighted products and key brand messages.

Creatively, the client expressed a preference for lifestyle-led storytelling with a distinctive, slightly magical tone that people will remember. An autumnal aesthetic was noted as a strong potential fit, with openness to animated ideas or a hybrid approach combining live action with animation. Deliverables include a 30-second TV commercial alongside longer and shorter versions for wider use, with an intended launch window around February to March/early spring.