Specsavers Announces 2 Year Deal with Channel 4

From Saturday 1 March, film fans will see nearly 20 new movie-themed Should’ve gone to Specsavers idents, full of the brand’s trademark irreverant humour. The spots will run across Channel 4, Film4 (pre-9pm), E4 and More4.

The idents, written and developed by the brand’s in-house creative team and directed by Ben Whitehouse at Agile Films, are split into two groups. The first continues Specsavers’s much-loved ‘should’ve’ theme, which is now entering its second decade, while the second promotes an international eyewear collection called Osiris, which is available at Specsavers.

“The ‘should’ve’ idents follow snippets of actors playing roles in easily identifiable film genres, but there’s always one myopic person who disturbs the film shoot, including actors mistaking humble domestic props for weapons in a sword and sorcery film. Meanwhile, the Osiris spots follow a fashion theme in keeping with the line’s stylish credentials.”   

Specsavers Global Marketing Director, Richard Holmes, said: ‘We are really excited to develop this relationship with Channel 4 for such a prestigious property on their national terrestrial and digital channels. The campaign allows us to reach a really broad audience and achieve dual objectives - support one of the UK's most stylish eyewear collections and introduce even more people to our popular catchphrase.’

Graham Daldry, Creative Director at Specsavers Creative, added: ‘The Osiris and ‘’should’ve’’ spots have great production values and we’re particularly pleased to have been able to make the brand’s irreverent humour work so well in these quick-fire formats. Sponsorship creative can often be seen as a poor relation to advertising but I am proud to say that these idents stand up to some of our best work.’

Rob Ramsey, partnership leader at Channel 4, commented: ‘Channel 4 is incredibly proud of its heritage in film, broadcasting and producing some of the biggest and best films from around the world. We are delighted to have Specsavers as partners of our Film On 4 package and believe that this association will help further cement the Specsavers brand in the hearts and minds of the viewing public.’

By sponsoring Film on Four, Specsavers is able to get its renowned ‘should’ve’ brand message to more than 95% of UK adults. The agreement was planned and brokered by Manning Gottlieb OMD and Channel 4 Sales and is the first time an optical retailer has carried out a sponsorship of this scale. 

Caroline Clear, account director at Manning Gottlieb OMD, said: ‘As one of the UK's leading and award-winning television advertisers, Specsavers is a natural fit for this large scale sponsorship. Film on Four provides a perfect blend of always-on reach to help keep the UK's largest optical partnership front of mind, and a rich contextual canvas to evolve one of the nation’s most-loved communications ideas.’

Credits

Project: Film on 4 Sponsorship Idents

Launch date: 1st March 2014

Client: Richard Holmes, Marketing Director @ Specsavers

Creative Agency: Specsavers Creative

Creative Director: Graham Daldry

Creatives: Mark de la Rue and Richard James

Agency Producer: Sam Lock

Media Agency: Manning Gottlieb OMD

Production Company:  Agile Films

Director: Ben Whitehead

Production Company Producer:  Andy Eaton

Visual Effects & Audio: Unit

Telecine grade: Absolute Post

Exposure: TV