| Philosophy | Specsavers, the world’s largest optometrist-owned and -led business, which recently began its Canadian expansion in British Columbia, today 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. Breaking this week, 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 |
