Lenz ups Vizz visibility with Sarah Jessica Parker DTC campaign

As part of its mission to make a dent in the sizable presbyopia market, Lenz Therapeutics has scoped out a star-studded partnership for its Vizz prescription eye drops. Sarah Jessica Parker has signed on to promote the treatment for age-related blurry near vision, which the 60-year-old actor has experienced for about 15 years and now treats with Vizz, according to Lenz’s Wednesday announcement. Parker said in the release that her presbyopia was “a daily frustration.” Vizz, however, has allowed her to forgo her reading glasses in some instances throughout her day, making everything feel “easier,” she said, calling the treatment “a gamechanger.” A 30-second commercial for the “Make It Vizzable” campaign puts the “Sex and the City” star back in Carrie Bradshaw mode, strutting through New York City in a fashionable outfit as she’s able to glance at menus, clothing labels and a compact mirror without needing reading glasses. “The difference between a good day and a less-than-great one? It’s all in the details and how you see the world, and that’s why my mornings start with Vizz,” she says. “Little things started to be big problems, but now I can stay in the moment—clear, confident and free to go with the flow.” Sarah Jessica Parker stars in Lenz's new "Make It Vizzable" campaign. (Lenz Therapeutics) The commercial ends on a meta note, with the camera zooming out to reveal SJP standing on the ad’s set—and looking over a script without glasses. A voiceover shares the medication’s risks and side effects before Parker chimes back in to note that Vizz can offer “clear near vision for up to 10 hours.” The direct-to-consumer “Make It Vizzable” campaign comes not long after the once-daily eye drop earned FDA approval in late July. Lenz estimates that age-related blurry near vision affects around 128 million Americans aged 45 and up. Past entrants have failed to make a sizable splash, but analysts suggested after Vizz’s approval that its best-in-class status could set it up for greater success in the “large, untapped” presbyopia market. To prepare for the med’s launch, Lenz said it was hiring an 88-member sales force and began teasing the SJP team-up as far back as its third-quarter earnings report in November. “Sarah Jessica’s experience with age-related blurry near vision is so universal and relatable, we knew she would be a perfect partner in this campaign,” Lenz CEO Eef Schimmelpennink said in this week’s announcement. “We are honored to partner with SJP to introduce a unique new alternative to reading glasses for the millions affected by blurry near vision as they age.”