Specsavers is known for its humour and the Should’ve gone…line. But for children’s eye health, the brand is relying on a more conventional lure – the irresistible cuteness of the wonder of children.
The new campaign, The Wonder of Children Seeing, created by Specsavers Creative, aims to raise awareness among parents and carers about the importance of early eye tests for kids.
The hero commercial, directed by Somesuch director, Dan Emerson, shares with its audience adult awe at the way children see the world. Shot from a child’s perspective using GoPro-style footage, the campaign captures the delight of children seeing everyday wonders such as a snail, ants, mouldy lemons, giant bubbles, soaring cranes and even a face in a cheese grater.
The campaign is built on the fact that around 1 in 5 children under 10 have an undiagnosed sight condition that could be managed or corrected. Yet, Specsavers research revealed that eye tests still sit low on the parental priority list, not even making the top ten when it comes to health concerns. The Wonder of Children Seeing aims not to inflict guilt on busy parents but to inspire them to support their children’s natural wonderment. Set to OMC’s track, How Bizarre, the hero commercial is a joyful, emotional reminder to parents of what’s at stake if that wonderment is thwarted.
Victoria Clarke, director of marketing at Specsavers, commented, “It’s easy to overlook how much a child’s vision shapes how they experience the world especially when they might not even realise something’s wrong. ‘The Wonder of Children Seeing’ is about helping families see the magic their children see, and understand that with a simple, NHS-funded eye test, we can help make sure they don’t miss a thing.”
Richard James, global creative director at Specsavers, added, “We didn’t want to scare parents into action we wanted to move them. The truth is, children don’t see the world like we do. They see more, they notice more, and they find joy in the tiniest of details. That’s what this campaign is about, seeing the world through a child’s eyes, and doing what we can to protect that.”
The campaign extends in-store, where Specsavers is making the test experience even more accessible and engaging for children, with new games, books, stickers and Optomonsters – a cast of colourful, kid-friendly characters designed to make appointments fun and fear-free.
Credits:
Client: Specsavers
Creative Agency: Specsavers Creative
Creative Lead: Kate Allsop
Creatives: Bertie Rapkin & Jon Morgan
Creative Director: Richard James
Marketing Manager: Simone Roberts
PR: Lisa Hale
Marketing Director: Victoria Clarke
Business Leads: Erica Wood & Felicity Pelly
Business Team: Agi Varanyi
Head of Production: Sam Lock
Strategist: Polly Evelegh
Social Agency: Tangerine
Media: Manning Gottlieb OMD
Production Company: Somesuch
Director: Dan Emmerson
Director of Photography: Ruben Dechamps
Executive Producer: Daniella Manca
Producer: Andrew Rawson
Production Manager: Zoe Travica
Editor: Rob Daglish
Post Production & VFX: Black Kite
Music & Sound: Sine
Audio Director: Phil Boland
PR Agency: Golin
