Blurred Billboards Show You Should Have Gone to Specsavers

Specsavers reveals a brand new Out Of Home (OOH) creative execution, as part of the latest iteration of the brands iconic ‘Should’ve’ campaign.

Based on consumer feedback and audience results, Specsavers is running another burst of its ‘Airport’ TV campaign, directed by cult comedy director Declan Lowney, known for Ted Lasso and Father Ted. The overall campaign runs from today (16th December) until Feb 10th with over £3.5 million media spend covering all core media channels including TV, Cinema, Radio, YouTube, print, social as well as OOH.

The campaign launches in the Coronation Street spot today (16th) and will be covered in a number of prime Christmas viewing spots over the festive break including Channel 4’s ultimate Gift Guide, Celebrity Gogglebox and Great British Bake Off Christmas Special.

The new OOH creative features only the Specsavers iconic logo, which has been blurred, on a plain white background. It has been designed to work in short dwell sites, where even a simple tagline can often be too complicated for drivers to read. It’s no frills, but still with just a logo, encapsulates Specsavers wit and humour instantly catching attention and driving home the point that if people can’t see it, they probably should’ve gone to Specsavers.

Richard James, global creative director at Specsavers, added, “Specsavers is fortunate to have one of the most recognisable logos in the UK and Should’ve Gone to Specsavers is of course part of the vernacular. Even so, blurring them both and putting that into above the line media is a bold move. However, we previously researched this work globally and we found that playing with our logo and tagline made people feel respected and in on the joke.”