Specsavers' bikini girls take over MSN homepage

LONDON - Specsavers has extended its TV campaign, a Lynx parody called 'The Specs Effect', with an MSN homepage takeover that goes live today.

The takeover replays the TV ad's theme where thousands of bikini-clad women flock to a fragrance-spraying man but are soon repelled by his ugly glasses. The digital production was handled by Infinite Corridor.

The ad shows two bored girls sitting in the MSN homepage leaderboard. They pick up the scent of a fragrance that a guy placed in another ad space is spraying. Both girls then join the man but run away as soon as soon as he puts on his ugly specs.

Specsavers said it had increasingly looked at ways to make digital follow-ups to TV campaigns more engaging for their broad target audience. Specsavers' last home page takeover was for the Postman Pat campaign in 2009.

Graham Daldry, creative director at Specsavers, said: "It is increasingly important for our campaigns to work effectively online. This has meant generating dedicated work for the web so that we have a genuine multi-media campaign."

The TV activity broke on 14 March and merged the two straplines from both Specsavers and Lynx brands – 'Should've gone to Specsavers' and 'The Lynx effect' creates 'The should've gone to Specsavers Effect', which appears at the end of the ad.

The ad parodies Lynx's famous 2006 'Billions' ad.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).