Specsavers launches That’s Specsavers Love campaign

Specsavers, the world’s largest optometrist-owned and led business, which recently began its Canadian expansion in British Columbia, have launched its first integrated marketing campaign in Canada. 

The campaign That’s Specsavers Love, aims to charm Canadians with the brand’s signature wit while emphasizing the company’s purpose of changing lives through better sight.

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.”