LONDON, UK — Specsavers has launched its first integrated marketing campaign in Canada, with a 45-second spot created for Canada by Specsavers’ UK-based in-house team, with production company PRETTYBIRD UK and director Matt Piedmont.
Specsavers, the world’s largest optometrist-owned and -led business, which recently began its Canadian expansion in British Columbia, has launched its first integrated marketing campaign in Canada. Titled ‘That’s Specsavers Love’, the campaign aims to charm Canadians with the brand’s signature wit while emphasizing the company’s purpose of changing lives through better sight. The optometry leader introduces itself to Canadians with signature wit and captivating creativity bringing to life the company’s promise of better eyecare for all in a multi-channel campaign.
The centrepiece of the campaign is a 45-second spot created for Canada by Specsavers’ UK-based in-house team, The Agency. Prettybird’s Matt Piedmont, celebrated for his Emmy-winning Saturday Night Live work, features, and marquee ads for global brands, directed the film, adding his trademark comedic touch. It shows people in a series of everyday scenarios with the camera slowly zooming in on their eyes as sensual music is playing in the background, amplifying the intensity of eye contact. “Some say that eyes are a window to the soul…” – art direction cues a language of love that is unique to Specsavers as the tension builds between the camera and one of the characters. Unexpectedly, the narrator deadpans, “…we say they’re a window to early signs of retinal disorders.”
As Matt Piedmont says, “Adding verve to your optic nerve, that’s Specsavers
love.”
Featuring a modern, vibrant aesthetic combined with a 70s-era style voiceover, the spot is designed to appeal to adults of all ages, as the company introduces its value-driven eyewear and inclusive eyecare to Canadians. In addition to the film, the campaign includes out-of-home, print, digital, social media, public relations, and a partnership with the Vancouver Canucks.
Specsavers Canada launched its first integrated marketing campaign, That’s Specsavers Love, to build brand awareness and communicate its message to Canadians on how the company is changing lives through better sight.
“We are thrilled to show Canadians what Specsavers is all about – the campaign perfectly reflects why Specsavers has become a household name and a market leader in the 10 other countries we operate in,” said Catherine Walsh, Director of Marketing, Specsavers Canada. “Beyond the standout marketing that sees slogans become embedded in culture, this campaign reflects our promise of inclusive eyecare, stylish value driven eyewear, and our purpose to change lives through better sight – all with a human touch, and prioritizing communities around each individual Specsavers location. That’s Specsavers Love.”
Shishir Patel, Creative Director added, “A new direction for a new market. With this feelgood campaign, sweet Specsavers love is gonna rain down on the retinas of Canada.”
With a total investment of more than $10 million in markets across Canada through 2022, the first wave of the integrated marketing campaign will run from January 24 to April 30, 2022 in British Columbia. The campaign will include Piedmont’s 45’ spot and 30’ cut down for TV and social, 15’ product films shot by Beate Sonnenberg (Sarah Laird), a 30-second spot on radio, as well as print, OOH, and DOOH ads. The OOH and print feature First Nations model, Nuučaan̓ uł Ricky-Lee Watts, shot by prominent fashion and beauty photographer Marie Schuller (RSA). ‘That’s Specsavers Love’ campaign will also come to life through in-store signage, digital banners, organic social media content, and public relations.
In addition, to support the company’s marketing efforts, it has partnered with the Vancouver Canucks on TV spots on Sportsnet Pacific, billboard animation, and a Closer Look integration tapping into an element of the game that commands a second look. The idea is a nod to the now-iconic creative platform, ‘Should’ve Gone to Specsavers’, which over the past two decades has solidified the brand’s presence in U.K. culture.
Recently, Specsavers announced plans to invest $100M CAD to cover clinic and optical store start-up costs to support the opening of 200 locations across Canada by 2024, a bold growth strategy to bring more choice and value to consumers. The campaign will run in other markets in Canada as Specsavers enters new provinces.
In 2021, Specsavers selected two new agencies of record for Canada. Media Experts manages media planning, strategy, and buys across all channels, while FleishmanHillardHighRoad provides public relations, social media, and event support for the company.
To stay up to date on the latest Specsavers news or get information on the brand’s wide variety of eyewear solutions, visit specsavers.ca or follow the brand on Facebook, Instagram, LinkedIn, and YouTube.
CREDITS:
Project name: That’s Specsavers Love
Agency: The Agency, Specsavers
Client: Catherine Walsh, Director of Marketing, Specsavers Canada
Creative Director: Shishir Patel
Strategy Director: Amy Whittaker
Business Director: Alex Walker-Sage
Creatives: Jack Finn & James Hearn
Brand Designer: Mark de la Rue
Agency Producer: Angus Smith
Creative Producer: Lisa O’Brien
Motion Designer: Tom Slinger
Digital Editor: Lenny Lenfestey
Media agency: Media Experts
Production company: PRETTYBIRD
Director: Matt Piedmont
Executive Producer: Juliette Larthe
DOP: Dan Bronks
Editor: Ross Hallard at Trim Editing
Producer: Ted Thornton
Photographers: Marie Schuller (RSA); Beate Sonnenberg (Sarah Laird)
Retoucher: Jon Oliver
Post-production: Bubble TV
Music supervision: Theodore
Audio post-production: Bubble / Silk Sound
Exposure (markets/media):
Canada: TV, (D)OOH, Print, Radio, Digital, Social
