General Optica launches Western-themed presbyopia campaign in Spain and Portugal

General Optica has launched a new marketing campaign under the concept “Ver Bien es Otra Historia” (Seeing Well is Another Story), targeting presbyopia. The creative uses Western film imagery, specifically the squinting gesture of duelists, to humorously depict common difficulties with near vision, such as reading menus or phone screens. The initiative aims to encourage professional eye care without technical explanations. Distributed across Spain and Portugal, the campaign utilizes television, radio, out-of-home advertising, digital media, social networks, and client communications. It also features messaging in over 320 General Optica centers within these two countries. The agency MONO Madrid developed the concept based on observed behaviors among people experiencing age-related focusing issues.