Optician chain Specsavers has unveiled a new collaboration with Elton John Eyewear.
The group has launched an integrated marketing campaign across YouTube, out-of-home, press, social media and in-store, which will first appear in the UK and Northern Europe, before being launched in Australia and New Zealand.
Visuals for the marketing drive feature John’s arm holding a pair of frames.
“Glasses have always been a big part of who I am. For me, style is all about confidence and expressing who you truly are. That’s exactly what this collection is about. It’s helping people feel fantastic in frames that celebrate their individuality,” the singer said.
“Specsavers and I share the belief that everyone should have access to eyewear that makes them feel like the best version of themselves. I can’t wait for people to find a pair they love and make them their own.”
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The hero spot shows John speaking about the collection’s wearability. It also features a cameo from John’s husband David Furnish, who teases him about his “over the top” reputation.
The collection is available at Specsavers and features 13 designs and limited edition sunglasses. The frame design names include Tiny Dancer, Captain Fantastic and Seamstress.
The campaign is supported by comprehensive PR and social activation.
Richard James, global creative director at Specsavers, said: “Elton John isn’t just a glasses wearer; he’s a glasses pioneer. With this collection and campaign, we are proud to celebrate that spirit while creating something stylish, iconic and accessible.”
