Specsavers Optical Group is raising the creative stakes in the UK’s
optical retail market with a pounds 2 million TV campaign starring the
wildlife artist, David Shepherd.
The film, in which Shepherd talks about the importance of good eyesight
to a painter, marks a significant departure from Specsavers’ usual
strategy of focusing on price and promotions.
The 60- and 40-second commercials open with Shepherd talking in his
studio about his art. ’To paint, first you must see. I’ve spent my whole
life looking and analysing, studying form and sight,’ he says, as images
from his paintings flash up.
He is then seen inspecting an impressionistic work by Turner: ’It is
said that Turner had poor eyesight in later life. It must have driven
him to distraction,’ Shepherd says.
The film was written, art directed and directed by Julian Hanford,
Specsavers’ creative director. Hanford, who is a former London agency
creative who has worked for the chain for five years, said: ’This is a
conscious move away from the price and promotional offers that have been
a part of the sector for the last ten years.’