Specsavers’ ‘Should’ve’ campaign returns for Channel 4’s Film on Four
If it ain’t broke don’t fix it, is a rule of thumb that’s working for Specsavers. The optical retailer is ramping up its ‘Should’ve’ themed campaign with a two-year deal that involves it sponsoring Channel 4’s Film on Four package.
The “should’ve gone to Specsavers” ads, which humorously represent people making various faux pas because of their poor eyesight, demonstrate true advertising longevity, having made it into their second decade.
And now they are the lynchpin of the Film on Four tie-in. From the beginning of March, film viewers could see any one of nearly 20 movie-themed idents from Specsavers across Channel 4, Film4, E4 and More4.
The idents, written and developed by the brand’s in-house creative team and directed by Ben Whitehouse at Agile Films, are split into two groups. The first group comprises the ‘should’ve’ ads, while the second promotes a new eyewear collection called Osiris, which is available at Specsavers, and has a fashion theme.
The ‘should’ve’ idents boast quirky storylines, including a short-sighted robot interrupting a Dickensian melodrama.
While London Creative chief executive Richard Teideman describes the creative as fun, it is Specsavers’ strategy to sponsor film on TV that really impresses him.
He said there is a “revolution” going on in the way TV advertising is consumed.
“TV is particularly exciting at the moment,” he says. “Sponsorships, second and third screens and irregular formats are all beginning to break open the traditional ad break into new areas.”
No comments yet