The television-led initiative, developed by Batey Hong Kong, followed a study by the agency's research unit, which found that the company's previous celebrity-driven campaigns, while memorable, were starting to fade in people's minds.
Batey South China chief executive officer, Mark Grey, said: "The clear finding was that even after six years, the Optical Centre's past ads still held enormous appeal, however, they were starting to lapse."
The new campaign aims to refresh its positioning as a professional retailer of fashionable eyecare products under the theme of "with the Optical Centre glasses, you will not only see better but look better", Grey said.
The Optical Centre's general manager CF Wong said: "We have a core group of loyal 18 to 35 year olds who recall the celebrity image positioning, but we wanted to broaden the appeal so that it is now relevant to today's younger people and make all people feel like they are a celebrity when they wear our glasses."
As a result, the TVCs feature people who transform into celebrities when they put on the company's products.
The campaign also includes more tactical spots, such as one aimed directly at students who can enjoy a discount when they present their school or college ID.
The Optical Centre -founded by TV star Michael Miu and which currently has more than 50 stores across Hong Kong - was recently acquired by major Australian optical retailer OPSM. Its major competitors are Optical 88 and the Optical Shop.