Specsavers is best known for the comedic campaign, "Should have gone to Specsavers," which has been running in the U.K. for almost two decades. But for the optical retailer's Canadian launch, the brand is turning to romance, of sorts.
The company's in-house agency turned to Prettybird's Matt Piedmont, known for his Emmy award-winning work on "Saturday Night Live," to introduce the idea of looking after your eye health with the help of corny romantic cliches.
The camera zooms in on various people's eyes to a soundtrack of retro '70s-style music. In one ad, a syrupy voiceover starts off explaining, “Some say that eyes are a window to the soul,” but then continues, “We say they’re a window to early signs of retinal disorders.” Another man's story is that some say his eyes are "deep like the ocean" but from Specsavers' POV, "We say they're struggling with depth perception."
The tagline is "That's Spescavers love." It will also be used in in-store signage, digital banners, organic social media content and public relations, as the chain opens its first locations in British Columbia.
In addition to the film, the campaign includes out-of-home, print, digital, social media, public relations and a partnership with the Vancouver Canucks.
“This campaign reflects our promise of inclusive eyecare, stylish value-driven eyewear and our purpose to change lives through better sight," said Catherine Walsh, director of marketing, Specsavers Canada, in a statement.