Thinking Ogilvy, McCann, or another advertising powerhouse?
You should have gone to Specsavers.
Every little helps. It’s good to talk. It does what it says on the tin.
When it comes to taglines - it’s safe to say - Specsavers are up there with some of Britain's all-time greats.
It’s been twenty years since we were first introduced to the, now iconic, phrase. And with it’s feet firmly planted in the hall of fame of British popular culture, there’s still plenty of fun to be had.
Genius billboard ad from @Specsavers pic.twitter.com/9q94Rmanch
— Andrew Bloch (@AndrewBloch) March 3, 2022
It’s a marker of really great advertising.
And the kind of slogan you might assume one of history’s most recognized advertising heavyweights might take the credit for. Think Ogilvy, McCann, Wieden+Kennedy. And you’d be forgiven for assuming so - it’s that good.
The reality is, it’s none of the above.
In fact, all plaudits go to Specsavers in-house creative team - in particular, their then Creative Director, Graham Daldry, who left the company as recently as 2020.
But their slogan success is more than just a flash in the pan moment of advertising genius, and far from a stroke of luck.
Specsavers in-house creative team were killing it in the content game in 2002 - and have continued to kill it - consistently - ever since.
Now that is a marker of really, really, REALLY great advertising. Particularly in today’s age, with the demand for content at such a stratospheric high.
And their march continues, just this last week Specsavers officially announced their expansion into the Canadian marketing with a 45-second slice of vintage wit from their UK-based in-house team, packed with heart, humor, and a clear focus on what they do best, eye care. Speaking on the launch, Specsavers Canada’s Catherine Walsh, told LBB that ‘Just like in any market, our purpose in Canada is to change lives through better sight, and we’re really excited for Canadians to see the potential of our unique business model, and demonstrate what affordable, high-quality eye care can be’.
Specsavers continue to deliver, and on a monumental scale; from their famed reactive, witty, and meme-leaning Twitter moments of recent times (a platform “Should have gone to…” was made for, by the way) to their award-winning Euro 2020 and Open for Care campaigns. There isn’t a stage where Specsavers aren’t owning it.
In her recent talk with The Drum, the brand’s Head of Social, Lisa Hale, advised those looking to enter work to “Show innovation at every stage”. We can only assume this is an in-house mantra, too.
Specsavers are serving us content that every agency should be aspiring to deliver for their clients - and with the same level of precision and consistency for the other thing they’re famous for, their eye care. Thank god we all get to see it.
If you’ve been eyeing up the mega-agencies for content inspiration, you should have gone to Specsavers. Our #BrandIcon for January ‘22.
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