If you reside in a part of Canada that has an active Specsavers consumer media campaign, you likely haven’t missed the inaugural “Specsavers Love” TV and radio ad spots which were deployed to support their Canadian Launch in 2022.
Starting on April 24, 2023 Specsavers will debut its iconic 20-year tagline, “Should’ve Gone to Specsavers,” in a new integrated multi-channel campaign.
The new ad spots are intended to build on the humour and wit of the inaugural campaign using sophisticated cinematography in an identifiable “Canadiana” setting while keeping a touch of humour and incorporating the “changing lives through better sight” messaging.
The New Campaing is a Global Approach Adapted to Canada.
The “Should’ve gone to Specsavers ” is a highly established campaign in different regions around the world, and the new spots represent its Canadian debut.
The ads show vision-related mishaps in various outdoor adventures on the backdrop of nature landscapes, while working in a world of suspended disbelief and presenting the implausible as entirely plausible.
“With the successful establishment of Specsavers in Canada, this new generation of marketing aims to delight audiences and inspire Canadians to be as excited about eye health as we are,” said Catherine Walsh, Director of Marketing, Specsavers Canada. “The strength of Should’ve Gone to Specsavers is the gentle reminder it gives Canadians of all ages to look after their eye health while also making them smile.”
The centrepiece of the campaign is a 30-second ad that features a father and son on a fishing adventure – the two of them settled on a boat in the middle of a lake among beautiful mountains. The story introduces us to a young man with a worried look on his face, asking his dad if he has seen the boat keys. “Nope,” his father responds, cluelessly, as the spot shows him casting his rod with keys attached instead of a lure. “I could stay out here forever,” the viewer hears the father remark as the iconic tagline appears on screen.
“These spots called for sophistication in the execution by tonally and visually maintaining a level of restraint,” says Richard James, Creative Director, The Agency. “Nothing in the filmmaking overtly alludes to comedy – we approach the comedy in an underplayed manner through authentic settings and characters, effortless performances and observed cinematic style.”
The campaign will be on TV, out-of-home, radio, digital and transit ads in British Columbia, Alberta and Ontario.
Click HERE for the full press release.
