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Specsavers sets its sights on audio with new 'Arctic' campaign

Specsavers has taken its famous 'should've gone to Specsavers' strapline in its new drive to promote free hearing tests.

Created by its in-house creative agency, the spot is set in the Arctic and sees a comical mistake similar to its previous ads, but this time, the push is for hearing rather than eyesight.

The 30-second short sees a rugged looking scientist set up in a remote part of the world doing research awaiting his requested supplies with only a square of cheese left in the fridge.

However upon opening the large delivery he has been long anticipating, he is finds a clown in a box as a ‘surprise’ instead.

Graham Daldry, creative director at Specsavers, explained the new push is a way to extend the brands’ values. He said: “We want customers to understand that we apply the same values to hearing as eyecare. That means making services that can often be expensive elsewhere, more accessible and affordable without sacrificing product or service quality.”

The brand's previous campaign, which featured as ad of the day earlier this year, saw a plumber mistake a vintage wine cellar for a suspect boiler with disastrous consequences.

The ad launches this Sunday during the ad break of the premier of this year's X Factor.

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