Specsavers switches up its classic ad format

Specsavers has been experimenting with a few twists on its iconic ad format recently, and ‘Squintervention’ has a lot to live up to.

In a recent Creative Moment article we reflected on a few brands that rarely change their ad format. We forgot to mention Specsavers, however, but after viewing their latest ads, it’s clear the Golin team are determined to slacken the reins a little on the ‘Should’ve Gone to Specsavers’ theme that’s run since 2002.

‘Squintervention’ riffs on the basic theme of Specsaver’s classic ads, tongue still formally in its cheek, as it tackles the little-known condition presbyopia: the cause behind millions of us squinting at our phones like we’re trying to spot UFOs on a foggy night.

Produced by Golin London and director Craig Ainsley (Arts & Sciences) writer/creative director Matt Roach, the spot frames squinting as a full-blown social issue: ‘resting squint face’. Instead of a dry educational piece, the team builds the condition into a full-blown public service announcement, complete with mock-serious performances and a self-aware tone.

Our take

While it’s almost impossible to compete with the longevity of Specsavers’ long-running legacy of comedy-led advertising, it was perhaps about time the brand stepped back a little, if only to avoid ‘jumping the shark’ (although we reckon the last ads on the ‘Should’ve Gone’ era were pretty on point)

We’re reminded of Lynx and Marmite’s revivals of their long-running ad series, which hardly reinvented the wheel, but provided something of a palette cleanser, without over-egging the gag.

The family-friendly, lightly edgy bent that made the original series a success is present here, given that the butt of the joke is still essentially ocular decline. But given the number of earnest ads we see every day akin to those parodied here, we welcome this little detour.