Specsavers has launched a new online campaign, tapping into how customers navigate poor eyesight online and encouraging them to book an eye test.
The 30-second film – ‘Time for an eye test’ – marks a surprise departure from the iconic ‘Should’ve gone to Specsavers’ campaign.
Created specifically for online audiences by Specsavers’ in-house creative team, the short film continues to play for laughs as a series of characters struggle to read their phone screens, with disastarous results.
Breaking eye test candidates down into three distinct categories – squinters, zoomers and arms-reachers – the ad aims to resonate with audiences by highlighting the range of ways people using screens typically navigate problems with their vision.
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Specsavers has been expanding its reach over the past few weeks, most recently with a Cineworld partnership which brought the iconic ‘Should’ve’ ad campaign to cinema screens across the UK, making it the first brand to takeover non-standard media placements.
The high street optician sponsored prime-time soap opera Emmerdale with a series of humorous, drama-filled ‘Should’ve’ idents last month, while also concentrating on pushing its lesser-known audiology services.
This latest ad was directed by Mr Yankey through Armoury.
