Schaeffer is practically a household name in Birmingham, thanks to a well-established market presence, savvy media exposure, and the larger-than-life personality and presence of Dr. Jack Schaeffer himself. So from the very beginning, we already had some big shoes to fill. For our first campaign, we created a series of mysterious :10 teaser spots that ran frequently leading up to Super Bowl XLVI, and ended with the new tagline—but no logo. Then during the big game, we unveiled the first spot of a brand new campaign. Introducing Evolve Your Eyes.