Transitions Optical is running an ad campaign in Australia and New Zealand that takes a different approach from most vision-product campaigns. Large billboards and posters feature people wearing glasses but with horrible squints on their faces, with the slogan ?Live a life less squinty? across the top. John McLaren, the director of the agency that came up with the ad, Clemenger BBDO, told Insight magazine that it was more of a big-picture campaign, comparing it with other companies that promote an idea rather than a product, such as Coca-Cola or Apple. The ads speak to people's discomfort when they go from inside while wearing regular prescription glasses, to going outside in the sun. The campaign is not run in other countries, at least for the moment.