The Leeds-based agency's series of adverts feature former Olympians Jonathan Edwards CBE and Sir Steve Redgrave as ambassadors, both having had first hand experience of laser eye treatment with Ultralase.

The ads go live in the UK today and update Ultralase's last TV ad, created by Principles four years ago, which again featured triple-jump champion Edwards. Principles landed the task after a four-way pitch.

Mike Hackett, managing director at Principles, said: “Laser eye surgery is a high level sale, so the advertising will reflect that and address the needs of the target audience.

“Working with the two inspirational icons adds a great deal of credibility to the advertising proposition."

Tony Veverka, chief executive officer for Ultralase, said: "We have worked with Principles Agency over a number of years, during which time they have produced our most successful TV advertising campaigns.”

The campaign will promote Ultralase's premium laser eye surgery services as well as offering free eye surgery consultations.