Specsavers is sponsoring iconic prime-time soap opera Emmerdale with a unique series of new idents which are designed to tap into the programme’s core audience.
Running from yesterday (26 August) as part of the deal negotiated by MG OMD, the move will see the drama interspersed with classic ‘Should’ve Gone to Specsavers’ moments either side of the show.
Directed by award-winning director Ollie Parsons, who also worked on Specsavers’ Countdown and Neighbours TV sponsorship campaigns, has created mini soaps played out by a parallel community.
“We’ve created a parallel community that has the dramatic, modern and diverse edge of Emmerdale combined with the iconic Specsavers ‘Should’ve’ humour. I hope Emmerdale viewers enjoy watching the series of idents as much as the team enjoyed making them,” said Specsavers global creative director Richard James.
The campaign consists of 15 idents focused on sight, audiology and home visits. Each spot starts with characters who are directly involved in what appear to be dramatic scenes but are then revealed to be just harmless hearing or visual mishaps tapping into Specsavers trademark comedy.
The Specsavers stories include a policeman checking the rear of a horse rather than the rear of a house, or a wife getting the wrong end of the stick about a photo on her husband’s phone.
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Each ident will appear across linear viewing and streaming on ITVX, and will be planned with each episode in mind to link in with the Emmerdale storyline.
“Emmerdale gives us a great platform to highlight the fact people’s eyesight and hearing changes through their lives. It’s important that people feel confident and comfortable talking about hearing and sight issues from the minute they arise, and our Specsavers humour makes that just a little bit easier,” said Specsavers marketing services director Victoria Clarke.
BE Studios director Bhav Chandrani added: “This new sponsorship is a fantastic partnership between one of TV’s best-loved and longest running programmes and one of the most recognisable TV advertisers.”
“Specsavers is a brand which has consistently proved the longevity and success of TV advertising and the creativity of the new sponsorship idents builds on both Emmerdale and Specsavers’ enduring appeal,” she continued.
MGOMD executive director, client team Matt Mint added: “Specsavers and Emmerdale have been entertaining the nation for decades and this new partnership is sure to continue that fine tradition whilst also raising the importance of sight and hearing tests.”
“It’s a one-two punch of the right property and the right creative that you can’t help but fall in love with.”
The retailer recently expanded its team with a slew of new hires. Its recent creative spot include a ‘Misheard’ spot starring broadcaster Gyles Brandreth which plays on the idea of misheard sayings in order to encourage more people to get their hearing tested.
It comes after Specsavers gained success at Cannes Lions for its ‘Misheard’ audiology spot created by PR agency Golin, which created an incorrect version of Rick Astley’s ‘Never Gonna Give You Up’ song (notorious for being the most commonly misheard song).
Earlier this year the retailer marked 40 years since its launch on the island of Guernsey.
