Specsavers has announced it has signed a two-year sponsorship deal with Channel 4’s Film on Four package, with effect from 1 March.
The agreement will see 20 movie-themed ‘should’ve gone to Specsavers’ idents screened on Channel 4, Film4, E4 and More4, in addition the eyewear brand will use the platform to promote its international Osiris collection of glasses.
Each ident has been written and developed by the brands in-house creative team and features snippets of actors playing readily identifiable film roles – only to be distracted by a short-sighted colleague bumbling around on set.
Specsavers global marketing director, Richard Holmes, said: ‘We are really excited to develop this relationship with Channel 4 for such a prestigious property on their national terrestrial and digital channels. The campaign allows us to reach a really broad audience and achieve dual objectives - support one of the UK's most stylish eyewear collections and introduce even more people to our popular catchphrase.”
Caroline Clear, account director at Manning Gottlieb OMD, helped to plan and broker the deal. She said: “As one of the UK's leading and award-winning television advertisers, Specsavers is a natural fit for this large scale sponsorship. Film on Four provides a perfect blend of always-on reach to help keep the UK's largest optical partnership front of mind, and a rich contextual canvas to evolve one of the nation’s most-loved communications ideas.”