The new TV ad, 'Specs effect', merges the two straplines from both brands – 'Should've gone to Specsavers' and ‘The Lynx effect' – to form the strapline 'The should've gone to specsavers Effect', which appears at the end of the ad.
Created by the retailer's in-house creative team, the ad aired for the first time on UK TV last night (14 March). It was shot in Colombia, using around one hundred bikini-clad women, who were then multiplied in post-production by Framestore.
Mimicking the original Lynx ad, the parody shows girls running with handbags and shopping bags to get to the man spraying himself with deodorant. However, when they reach him, he puts on a pair of "ugly" glasses and the women disperse.
The idea for the ad came from Specsavers creative team, Simon Bougourd and Neil Brush, and permission for the strapline had to be sought from Unilever, owner of the Lynx brand. The deodorant the man uses in the ad is unbranded.
The ad was directed by Daniel Kleinman.