Specsavers' New 'Vet' Campaign
Specsavers is returning to TV screens with a new ‘Should’ve’ commercial that features a shortsighted vet. The commercial breaks during Britain’s Got Talent on Saturday 4th May 2013 and airs across UK and Republic of Ireland TV networks.
The ad opens on a vet stroking a cat called Phoebe. He becomes increasingly alarmed when he can find no signs of life in the moggie, eventually calling upon his trusted assistant, Karen, to help. But things aren’t quite as they seem…
‘Vet’ is Specsavers’ first new TV commercial since ‘Sauna’ (featuring Gordon Ramsay) broke in October 2011. “We have found that our ‘should’ve’ commercials tend to have a long shelf-life which I think is down to a combination of high production values and humour,” explains Specsavers’ creative director, Graham Daldry. “In fact, TNS researchers found that our 2008 TV spot, Collie, is one of the strongest pieces of work they have ever tracked. This means we can rotate our commercials for a relatively long period whilst retaining strong viewer engagement.”
The campaign promotes Specsavers’ 2 for 1 glasses offer and targets a broad demographic. “The UK is full of pet owners so our vet scenario will resonate with all age groups,” says Specsavers’ creative team, Mark de la Rue and Richard James. “The ‘Should’ve’ proposition can be interpreted in a hundred ways, starting with a simple premise that can be given an original and unexpected twist. When we first came up with the idea for ‘Vet’, the whole concept was encapsulated as a one-liner, so we instantly knew it had a simplicity that was ideal for ‘Should’ve’.”
Digital amplification includes an MSN homepage takeover and content on the YouTube homepage. Social media activity will also run alongside the campaign.
The commercial was directed by Tim Bullock at Hungry Man. Bullock was chosen for his ability to cast and direct comedy and convey ‘rug pull’ humour through well handled instances of human error.
Project: Vet TVC
Specsavers Client: Richard Holmes, Marketing Director
Brief: 2 for 1 promotion
Airdate: 4th May 2013
Creative Agency: Specsavers Creative
Creative Director: Graham Daldry
Creative Team: Mark de la Rue & Richard James
Agency Producer: Sam Lock
Media Company: MG:OMD
Prod Co: hungry man
Director: Tim Bullock
Prod Co Producer: Matt Jones
Post Production: MPC
Editor: John Smith @ The Whitehouse
Audio Post Production: Simon Capes at Soho Square Studios
Exposure: UK and ROI TV