Optical retailer Specsavers is hoping to resonate with Canadians using its much-loved British humor with the brand’s first integrated marketing push across the pond.
Created by the brand’s in-house team, ‘That’s Specsavers Love’ features various glasses-wearers sensually looking at the camera lens with the premise that ‘eyes are the windows to the soul.’ Visually the spot has a retro ’70s aesthetic, using the green hues synonymous with its stores.
The background music is mellow, giving the ad a playful feel, layered with optometrist-backed expertise voiceovers stating the importance of getting your eyes checked. Its lines – “Some say the eyes are the window to the soul, we say they’re a window to early signs of retinol disorder” – add that sarcastic tone that British consumers are used to from the retailer.
Specsavers has invested more than $10m in marketing across Canada this year, and has recently announced plans to open over 200 locations in the country by 2024.
To maximize the new campaign, Specsavers stores will be kitted out with signage, with further support through organic social media and digital banners, and TV and radio ads. The first wave of the integrated effort will run until April 30.
Last year it was revealed that Media Experts will manage Specsavers media buying and planning with FleishmanHillard HighRoad providing public relations, social media and event support in Canada.