Magazine article Marketing

Adwatch 20.07.11: Specsavers

Magazine article Marketing

Adwatch 20.07.11: Specsavers

Article excerpt

Latest in the series of 'need glasses'-gag ads takes an unusually action-packed turn.

The Royal Navy may have recently decommissioned our last aircraft carrier, but Specsavers has managed to get one into its latest ad - in fact, maybe that's why.

The commercial shows a couple miss a long line of traffic queuing for the ferry, drive into the hold of a warship, ironically discuss how easy it's all been (with the husband adding that he 'fancies a bacon sandwich' in a way that manages to make him sound like a pervert) before finding themselves elevated onto the flight deck amid fighter jets, where they ask a bewildered crewman the way to Duty Free. All because they couldn't see well enough - artistic licence negating the question of why they are driving at all.

It is the latest in a long series of ads that use the line 'Should have gone to Specsavers.' At times, these play against the ugly glasses the main protagonist is wearing. In other executions, like this one, they play the straight 'need glasses' gag.

Either way, what Specsavers has here is an endline and campaign idea that, while it might have seemed fairly basic when it launched, has become well entrenched in the public psyche. If we haven't said it ourselves, all of us have probably heard someone else say of another: 'Should have gone to Specsavers.' This is advertising gold dust - when the public is doing your advertising for you, you are onto a winner. Some great ads along the way have made that happen, the Lynx spoof being a case in point. …

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