Hawking takes lead in Specsavers ad

The celebrated physicist, Stephen Hawking, is the star of this year’s pounds 3.5 million branding campaign by the high street opticians, Specsavers.

The celebrated physicist, Stephen Hawking, is the star of this

year’s pounds 3.5 million branding campaign by the high street

opticians, Specsavers.



In a 60-second commercial, the Cambridge professor is shown taking a

fantastic journey around the solar system in a space ship. The craft

soars past one planet and then another. A close-up of Saturn’s rings is

accompanied by the physically disabled Hawking explaining how important

having good vision is to him.



Breaking on 8 March, the film is designed to reinforce Specsavers as

both the market leader in the retail sector and a company which takes

eyecare seriously. It will dovetail with Specsavers’ value-driven TV

advertising.



The ad was written, art directed and directed by Julian Hanford,

Specsavers’ in-house creative director, and was produced by a

hand-picked team of freelance specialists. This is the first commercial

to feature Hawking since his appearance in a BT ad six years ago.



’Specsavers is delighted that Stephen Hawking agreed to support this

project,’ Hanford said. ’He’s very choosy about which scripts he gets

involved with, and having such a high-profile personality has helped us

bring gravity to a subject most people take for granted.’



Specsavers has 380 retail outlets around the UK and claims a 27 per cent

market share. All of the company’s TV advertising is developed and

produced in-house. Media buying for the campaign is through CIA

Medianetwork.



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