The commercial opens in a way that mimics Lynx’s original: beautiful bikini-clad girls determinedly running in search of a mystery goal. But the Specsavers parody is further developed with shots of the girls running with handbags and shopping bags.
They won’t let anything stop them in their tracks – not even a man buried in the sand. When they reach the fragrance-spraying anti-hero, however, they halt in horror as he dons ugly glasses. A title fades up: “The Should’ve Gone to Specsavers Effect”.
After Specsavers’ creative team – Simon Bougourd and Neil Brush – came up with the idea of mixing these two legendary straplines, permission to parody the Lynx commercial and strapline was sought and received from Unilever, who loved the script. The commercial was shot on location in Columbia using nearly a hundred bikini-clad girls who were multiplied in post production by Framestore.
Specsavers’ creatives, Neil Brush and Simon Bougourd, said: “’The Lynx Effect’ and ‘Should’ve Gone to Specsavers’ are almost polar opposites. We thought it would be fun to mix them together and see what happened. We felt it was an idea that would appeal to Danny (Kleinman) and it was great to work with him and Rattling Stick again.”
Rattling Stick director, Daniel Kleinman, said: “It’s interesting to try and satire an already humorous commercial, I wanted to make sure everyone knew which spot we were parodying with a few key shots and then take the mick. Of course, it would never work if the original was not a well known and excellent piece of work.”
Specsavers Creative is the UK’s most respected in-house advertising department, with awards and nominations from the likes of Cannes Lion, D&AD, BTAA and Epica. Producing an average of seven TV campaigns per year, Specsavers Creative breaks the mould of in-house retail advertising by engaging top directing talent like Daniel Kleinman and Chris Palmer to wrap the now-famous ‘Should’ve Gone To Specsavers’ message with high production values. Specsavers uses an in-house model for all its advertising to fully exploit the strong relationships gained by working directly with the advertiser.
To view two versions of the commercial click here.
CREDITS
Project: Specs Effect
Specsavers Client: Richard Holmes, Marketing Director
Airdate: 14th March 2010
Creative Agency: Specsavers Creative
Creative Director: Graham Daldry
Creatives: Simon Bougourd, Neil Brush
Producer: Sam Lock
Prod Co: Rattling Stick
Director: Daniel Kleinman
Prod Co Producer: Johnnie Frankel
Post Production: Framestore
Editor: Steve Gandolfi/Eve Ashwell @ Cut+Run
Audio Post Production: Simon Capes @ Clearcut
Digital Production: Infinite Corridor
RELATED LINKS
www.specsavers.co.uk
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