This ad for the laser-slingers down at Vision Eye Institute serves as a great reminder about the importance of considering your audience.

While outdoor may not be the most targeted medium,  buying media on the back of a bus does guarantee you one thing – that you’ll get your message in front of drivers.

What’s alarming is that this ad seems based on the insight that Sydney’s vision-impaired drivers will still get behind the wheel even if they don’t have their glasses with them.

More confusing from an advertiser’s perspective is this though: if the target audience really have forgotten their glasses, wouldn’t they have a hard time reading the ad in the first place?