Specsavers drops 'Should've Gone To' for local experts

Specsavers is ditching its micky-taking advertising for a new campaign which shines a light on the local experts who own and run individual stores and provide care to their communities.

Devised inhouse, “Your Care is our Business” launches with a six-week TV spot followed by radio, press, OOH, digital, YouTube, podcast and social.

The TV ad features people talking about and describing someone they have a great relationship with, including lines such as “He has this way of looking into my eyes” and “Before I met her, my life was a total blur”.

The narrative then twists to reveal they are actually talking about their Specsavers’ optician or audiologist, before an elderly woman gossips with her friend: “Apparently he’s seeing half the town.”

The “Should’ve Gone to Specsavers” strapline, which has been running since 2002 and was only dropped during the pandemic, is replaced by “Specsavers, owned by opticians and audiologists”.

Across press, OOH and digital, the campaign features real optical and audiology partners to communicate that there is more to Specsavers than just glasses. It shows partners outside their stores taking a selfie, showing pride in their job and emphasising the expertise and care they can offer to customers by owning their own businesses.

Specsavers marketing services director Victoria Clarke comments: “Our research shows that many people are unaware of our partnership model, where each local Specsavers store is individually owned and run by the opticians and audiologist.

“The Your Care is our Business campaign has been created to drive brand reappraisal by highlighting the level of expertise and care that each Specsavers partner brings to the job, owning their own business within their local community.”