Specsavers Sprinkles Elton John’s Distinctive Flair Into Exclusive Collection Campaign

Specsavers has unveiled its global partnership with Elton John Eyewear, marking one of the brand’s biggest ever product launches and kicking off a major integrated marketing and PR campaign across YouTube, OOH, press, social and in-store.

The Elton John Eyewear collection is exclusively available at Specsavers. It features 13 beautiful optical frame designs and two limited edition sunglasses, all named by Elton John after either an iconic song, personal milestone, or pivotal period in the star’s journey. The frame designs include Tiny Dancer, Captain Fantastic, Seamstress, and the limited edition sunglasses, Yellow Brick Road and Love Song, are all inspired by his greatest hits.

By teaming up with arguably the most famous glasses wearer in the world, Specsavers is aiming to highlight its design and style credentials with this partnership. While Elton John is famous the world over for his iconic flamboyance, the frames in the collection are not quite as over the top as you might think. Spanning understated elegance to bold statement frames, each frame has been crafted with Elton’s unmistakable aesthetic in mind. In fact, you could say that they're 'Just the right amount of Elton’, with a sprinkle of the music legend’s distinctive flair.

The creative concept, led by Specsavers Creative, elevates the brand into a more fashion-led space and has been shot with the clean, elegant art direction expected from a luxury fashion brand. Central to the campaign is a striking set of visuals: Elton’s arm, clad in one of his flamboyant outfits, holding a pair of frames. Reinforcing the idea that this collection balances boldness with everyday style.

The launch film will give viewers an opportunity to see Elton himself speaking directly to camera about the collection’s unexpected wearability. David Furnish features too, teasing Elton about his "over the top" reputation in a series of playful moments that also reflects the wit and humour we have come to expect from Specsavers.

The campaign is supported by comprehensive PR and social activation. With significant media spend across YouTube, OOH and press.

Launching first in the UK and Northern Europe, the campaign will also run this Summer across Australia and New Zealand.

Richard James, global creative director at Specsavers, commented, "Elton John isn’t just a glasses wearer; he’s a glasses pioneer. With this collection and campaign, we are proud to celebrate that spirit while creating something that’s stylish, iconic and accessible. ‘Just the right amount of Elton’ perfectly captures what Specsavers set out to achieve — frames that stand out but are wearable every day."

Elton John, commented, “Glasses have always been a big part of who I am. For me, style is all about confidence and expressing who you truly are. That’s exactly what this collection is about, its helping people feel fantastic in frames that celebrate their individuality. Specsavers and I share the belief that everyone should have access to eyewear that makes them feel like the best version of themselves. I can’t wait for people to find a pair they love and make them their own."