Specsavers’ Emmerdale idents are brief but memorable
A series of idents from Specsavers, taking place in between Emmerdale commercial breaks, are brief but memorable.
We all know the Specsavers formula by now: someone makes an ocular-based error with hilarious consequences. So successful are the ads, that “should’ve gone to Specsavers” has been adopted culturally as a nod to any such mishap.
The joke really should have worn thin by now, but somehow, the new Specsavers sponsorship of Emmerdale still manages to raise a ‘lol’.
The series of humorous idents, developed with MG OMD and supported by digital and social media, seamlessly blend the dramatic essence of the iconic soap opera with the brand's famous tagline.
Directed by Ollie Parsons, the campaign consists of 15 mini-episodes, each built around relatable mix-ups that stem from sight or hearing issues. For example, one ident humorously depicts a policeman examining the rear of a horse instead of a house, while another shows a wife misinterpreting an innocent photo on her husband’s phone.
These sponsorship idents aim to resonate with Emmerdale’s audience while raising awareness about Specsavers’ expertise in audiology, home visits, and optical care. Each segment is tailored to complement the day’s storyline in the soap, appearing both during commercial breaks and on ITVX streaming.
Our take
Despite the laughs, Specsavers’ joke isn’t exactly at the short-sighted, but more about normalising conversations about health concerns in a light-hearted way. This campaign, however, represents the biggest scale commitment to the longevity of Specsavers’ repetitive gag yet, given the sheer quantity of content.
The joke still works, in this case, because in general the situations are creatively conceived, and crucially, short enough to not bother avid soap viewers. There’s also a knowingly cringey undertone to the humour, and it now feels we’re all in on the joke.
By keeping the gags Emmerdale-centric, meanwhile, Specsavers further gains brand loyalty through association. It seems then, there’s no end in sight for the brand’s famous slogan.
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