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Specsavers Creative Creative Works

Ad of the Day: Specsavers translates slogan to help fans prepare for dodgy refereeing


By Amy Houston, Senior Reporter

June 13, 2024 | 5 min read

For over 20 years, the optician’s tagline has been seamlessly slotted into major events. With its Euros campaign, the brand is showcasing its clever humor once again.

Specsavers OOH

Specsavers gets fans excited for the Euros / Specsavers

Specsavers has launched its Euros activity with ‘Should’ve Translations.’ The campaign aims to help fans of all nations prepare for the tournament by translating its famous slogan, ‘Should’ve gone to Specsavers,’ into the languages of all the countries taking part.

The tongue-in-cheek print ads show just how ingrained the brand’s slogan is in everyday vocabulary, but this time with an international feel.

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Overall, the look of the posters is simple but the words pack a punch and get the message across in a typically funny and clever way. The minimalist design ensures that the translated slogans are the focal point, drawing attention to the familiarity of the phrase.

This clever execution not only reinforces the brand’s presence during the tournament but also enhances engagement with a global audience. By choosing a mixture of outdoor and print executions, Specsavers is betting on social media shareability, amplifying the campaign’s reach far beyond the physical ads.

Specsavers OOH
Specsavers OOH ad
Specsavers print ad



Marketing services director: Victoria Clarke

Head of connections planning, media and insights: Ian Maybank

Head of marketing communications: Rebecca Holmes

Senior marketing manager: Simone Roberts

Marketing media strategist: Heidi Ellis

Specsavers Creative

Managing director: Nicola Wardell

Creative director: Richard James

Creatives: Bertie Rapkin, Jon Morgan, Hugh Todd

Head of design: Sid Tomkins

Designer: Sara Pike

Head of creative business partnering: Agi Varanyi

Lead creative business partner: Felicity Pelly

Creative business partner: Katie Digweed

Creative strategist: Polly Evelegh

Producers: Clair Carter, Danny Bush

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