Specsavers in TV push for varifocals offer

Specsavers, the optical retailer, is launching a TV campaign focusing on long-sighted customers, to highlight a promotion on its varifocal glasses, targeting the over-45s.

Two ads, created by the brand’s in-house agency, Specsavers Creative, break across national TV on Sunday (3 April). Media buying is handled by MEC.

The ads, called "long arms", and "lift", feature protagonists who have to stretch out their arms to read. The humorous spots show a man who has had his arms surgically extended so he can read the newspaper, while another gets his paper stuck in a lift because his arms are extended in order to read the print.

The ads, directed by Jeff Stark from Another Film Company, keep to the brand’s comic and quirky style. Ending with the brand strapline: "Should’ve gone to Specsavers", the push includes an offer of free varifocals when purchasing a regular pair of glasses.

Graham Daldry, creative director, Specsavers Creative, said: "These ads are a good example of how we can target ‘Should’ve’ to a specific message and market.

"Everyone over 45 knows that you either need longer arms or glasses. The ads are quick and to the point. And Jeff Stark has done a great job of telling the story simply and with charm."

Last October, Specsavers launched a nationwide campaign using branding from the iconic children’s characters, Mr Men.