Specsavers: Garage

Specsavers Creative has developed its first UK TV campaign for the optical retailer’s newly expanded and improved kids’ range of spectacles. The commercial will break across national TV on 1st August 2010, timed to coincide with parental shopping during school holidays.

The ad sees a car bonnet being repeatedly hit by an electric garage door. After several hits on Dad’s newly-washed saloon, it is revealed that the perpetrator is a boy who is unsuccessfully trying to operate his RC car with the garage remote. As the boy bemoans “Dad, my car’s broken”, Specsavers’ celebrated “Should’ve” strapline fades up followed by the kids’ range promotion.

Michael Hutchinson, Specsavers Creative, says: “Although it’s the boy’s mistake, the laugh is very much on male pride in shiny motors. Our target audience is mostly mums, so the tone of voice seemed just right for a kids’ glasses campaign.”

Mustard director, Cris Mudge, said: “The Specsavers scripts are great projects to work on, very funny ideas that allow a director to concentrate on the simple storytelling and humour of the film, and ‘Garage’ did exactly that.”

CREDITS:
Project name: ‘Garage’ TV
Client: Richard Holmes, Marketing Director
Creative agency: Specsavers Creative
Creative Director: Graham Daldry
Creatives: Simon Bougourd, Neil Brush, Michael Hutchinson, Aaron Scoones
Agency Producer: Sam Lock
Media: Gary Caranay @ MEC
Production company: Mustard
Director: Cris Mudge
Editor: Ben Stephens @ The Whitehouse
Post-production: Golden Square, Framestore
Audio post-production: Ben Leeves @ Grand Central
Exposure: TV