“Make ‘em laugh, make ‘em dance, make ‘em cry” words from the song, “Make ‘em Laugh” from the movie “Singin’ in the Rain” echoes some of our creative thinking for print advertising. Make it memorable, to be sure and “making ‘em laugh” is a good way to do it! BjTA created an award winning campaign by using an analogy concept to exaggerate the need for vision correction eye surgery. The visuals captured the patients’ interest, and the ad copy both recognized and addressed the patients’ needs, questions and potential apprehension of eye surgery. The four- part print series combined with radio and TV commercials resulted in a 50% increase in vision correction surgeries for that year. Both the audience and the client saw eye-to-eye with us on this one!