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Specsavers launches ‘Something To Smile About’ advertising campaign

Specsavers is launching a new integrated campaign called Something To Smile About. Making its debut on ITV on 12 October in a break during Coronation Street, the… View Article

GENERAL MERCHANDISE

Specsavers launches ‘Something To Smile About’ advertising campaign

Specsavers is launching a new integrated campaign called Something To Smile About.

Making its debut on ITV on 12 October in a break during Coronation Street, the 30 second commercial will focus on a series of people’s smiling eyes to the soundtrack of ‘When You’re Smiling’.

The campaign will be supported by wider roll-out throughout October across out-of-home high impact sites, print media, digital and radio advertising.

When developing the campaign, Specsavers said its in-house agency faced the challenge of devising a new campaign that acknowledged the ongoing pandemic but would also engage audiences in the warm and witty tone of voice that is synonymous with the brand.

Specsavers global chief marketing officer Katherine Whitton explained “Our in-house team has beautifully captured our brand promise of making a positive impact on how people feel with a very simple yet effective creative idea. A smile is how our business measures the impact we have on our customers. Their smile can come from relief of having their eye health checked, from feeling good after getting stylish new glasses at a great price, or from feeling connected to people when they can hear better with new hearing aids.”

The campaign’s social media and PR activity will be implemented in-house by Specsavers with support from external agencies Tangerine and Beattie Communications.

Nicola Wardell, Agency managing director at Specsavers, said: ‘We’ve been making people smile for years with our Should’ve Gone To Specsavers moments. Something To Smile About brings a fresh new approach while tapping into the Should’ve brand power.”

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