Specsavers Wants Canadians to Feel the Love With 70s Era Ad

British optometrist Specsavers, which has built its reputation on home soil with years of witty adverts, has expanded into Canada, where it wants new customers to feel its “love”. Running with its first integrated marketing campaign for the country titled “That’s Specsavers Love,” the company hopes to communicate that it can help change the lives of customers by improving their eyesight. The cool and elegant 45-second spot is reflective of the '70s and presents people living their lives with slow sensual music and a split-screen approach to show off their new glasses. Running throughout is a voice-over that sets the mood with a wise statement, as the camera slowly pans into each character that then ends with a curveball thrown each time that highlights the sight problems people face. “Some say that eyes are a window to the soul,” is the first message that then ends “ … we say they’re a window to early signs of retinal disorders.” It was created by the brand’s own in-house team in Guernsey and directed by Prettybird’s Matt Piedmont. Catherine Walsh, director of marketing, Specsavers Canada, said the company was “thrilled” to present the brand to a new country and added that the campaign “perfectly reflects why Specsavers has become a household name and a market leader in 10 other countries we operate in.” She added: “Beyond the standout marketing that sees slogans become embedded in culture, this campaign reflects our promise of inclusive eyecare, stylish value-driven eyewear and our purpose to change lives through better sight—all with a human touch and prioritizing communities around each individual Specsavers location. That’s Specsavers Love.” Other activity sees the company partner with the Vancouver Canucks to run TV spots on TV channel Sportsnet Pacific and through digital out-of-home animations, referencing its two-decade-old iconic creative platform “Should’ve Gone to Specsavers”. Social media, print and radio will also be utilized during the life of the campaign. Last year, Specsavers hired media agency Media Experts to handle media planning and buying in Canada and FleishmanHillard High Road to handle its publication relations, social media and event support in the country. Having kicked off on January 11, the campaign will run through to April. Monsters Need New Jobs As Phone Use Keeps People Awake, Campaign Warns CREDITS Project name: That’s Specsavers LoveAgency: The Agency, SpecsaversClient: Catherine Walsh, Director of Marketing, Specsavers CanadaCreative Director: Shishir PatelStrategy Director: Amy WhittakerBusiness Director: Alex Walker-SageCreatives: Jack Finn and James HearnBrand Designer: Mark de la RueAgency Producer: Angus SmithCreative Producer: Lisa O’BrienMotion Designer: Tom SlingerDigital Editor: Lenny LenfesteyMedia agency: Media ExpertsProduction company: PrettybirdDirector: Matt PiedmontDOP: Dan BronksEditor: Ross Hallard at Trim EditingProducer: Ted ThorntonPhotographers: Marie Schuller (RSA); Beate Sonnenberg (Sarah Laird)Retoucher: Jon OliverPost-production: Bubble TVMusic supervision: TheodoreAudio post-production: Bubble/Silk Sound Exposure (markets/media):Canada: TV, (D)OOH, Print, Radio, Digital, Social

AdFreak

Specsavers Wants Canadians to Feel the Love With '70s Era Ad

This is the launch campaign for the brand in the country, with a TV spot developed by its in-house team

Stephen Lepitak

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