Harry Redknapp Returns for 3rd Season of 'Should've Gone to Specsavers' Content Series

The launch of a third season of the six-part YouTube content series aims to connect new and younger audiences with Should've Gone to Specsavers bringing the brands core mission, ‘to make lives better through sight and hearing’ to life for a new generation.

The brand's investment in a new season follows remarkable results delivered in season two including a 70% increase in brand consideration among gen z, 10% incremental brand reach with this same audience, increasing brand perceptions by 10% and making them 17% more likely to chose Specsavers vs. competitors.

This year, the campaign brings the iconic 'Should’ve gone to Specsavers' campaign to Somerset’s Tunley Athletic, promising even more excitement and bigger rewards.

Created by Specsavers, in partnership with PR and Social agency, Tangerine Communications, Best Worst Team takes viewers on an inspiring journey, following the worst-performing grassroots football teams as the brand helps turn around their fortunes, and flip them into the best. Aside from bringing back Redknapp as guest coach, Tunley Athletic will benefit from expert tips on staying focused and managing pressure, from newly crowned World Darts Champion, Luke Littler.

Through the six-part YouTube documentary series, supported by full-scale PR and social activations, the campaign follows the team's transformation from 'rags to riches' as they compete for their own version of glory.

The second season followed Welsh team, Cwm Albion, which not only saw them climb the league table, but also played a key role in Specsavers’ success - reaching 160m, with over 32 million views, supported by partnerships with Harry Redknapp, Copa90 Football, Chunkz and Next Goal Wins to name a few.

“Should have Gone to Specsavers is such an iconic idea; to work with our in-house and external agencies over the past few years, on a conceptual take on it to appeal to new audiences, has been such a fulfilling project” said Lisa Hale, head of consumer PR, brand activation and social media at Specsavers. “The campaign has become a key vehicle for connecting with wider audiences. With season two’s massive success, it was an easy decision to continue working with our agency partners on evolving the story, this year with the brilliant Tunley Athletic.”

As it gets underway the season promises even more surprises, including exclusive moments and unique opportunities for the lucky team.

Creative director, Martin Kevill at Tangerine adds, “Bringing to life such an iconic, hugely successful tagline for new audiences, who not only consume content differently but have different expectations, was a big challenge. The immense success of the second series showed us that there is an appetite for going even bigger. The involvement of Luke Littler, Spotify, The Rest is Football and everyone’s favourite, Harry Redknapp are just the tip of the iceberg for Tunley this season...“

Golin supported on PR amplification and MG on media.