Specsavers targets kids with new ads
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Specsavers is set to launch an ad campaign to promote its “improved and expanded” kids’ range.
Specsavers campaign
A television advert for the range will break on 1 August to cash in on the summer holidays.
It is the first time the high street optician has advertised its range of glasses for children.
It uses Specsavers’ familiar strapline “Should’ve gone to Specsavers” and features a car bonnet being repeatedly hit by a garage door as a young boy tries to operate his remote control car using his father’s electric garage door remote.
Michael Hutchinson, Specsavers chief creative, says: “Although it’s the boy’s mistake, the laugh is very much on male pride in shiny motors. Our target audience is mostly mums, so the tone of voice seemed just right for a kids’ glasses campaign.”
All Specsavers ads are created in-house by its own creative team.
The optician recently launched a viral marketing campaign that takes its theme from Wolfgang Petersen’s classic German war film Das Boot.
The chain also launched a reactive World Cup campaign using its “Should’ve gone to Specsavers” line following England’s 4-1 World Cup defeat.
Readers' comments (2)
Les McLaren | Mon, 2 Aug 2010 1:34 pm
This advert is wholly irresponsible and dangerious. As a industry we go to great lenghths as responsible manufacturers to emphasise that remote control garage doors and gates should never be operated by a child. The advert is also incorrect in that if a properly installed door and operator is in place the safety inbuilt into the equipment would cause the door to reverse without damage. Three children have been killed recently by sliding gates, encouraging them to play with euipment such as this is beyond belief. The advert will be reported to the HSE with a urgent request that it is removed.
Les McLaren
Territory Manager - Europe North
Chamberlain GmbH
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Non-hysterical litigation led grown up | Fri, 6 Aug 2010 11:15 pm
Seriously? Get over yourself! It's an advert, a gentle poke of fun. Following your logic there should be no advertising of anything since almost anything could be attributed a factor in injury or death if you try hard enough! You may have heard of the concept called 'humour'? You'll find if you stop being an uptight paranoid fun leech that you might actually manage a smile. Really, just get over yourself!
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