Just in time for Valentine’s Day, Specsavers has launched its new playful campaign that highlights the challenges that glasses can pose when attempting to kiss.

The spot shows a teacher standing by a projector, holding a clicker and referring to the projected message, ‘Specsavers guide to kissing x’. The 20-second clip then focuses on a glasses-wearing teacher pointing to an example on the projector of the topic of kissing when wearing glasses.

The message ‘don’t let specs get in the way of…kissing’ highlighting the brand's line of contact lenses. The light-hearted campaign draws attention to the untold truth of how glasses can get in the way. The campaign is brought to life quite literally, by showing real-life couples kissing… and clashing. It aims to encourage glasses wearers to think about contact lenses and take advantage of a new free trial Specsaves is offering.

The campaign runs across stills and motion shorts on out of home advertising sites, as well as digital and social ads. Three 20 second films will run across video on demand platforms and YouTube. While shorter clips will run across social and digital. The extended version of the film goes so far as to ‘teach you how to kiss’, complete with a sassy teacher explaining that all you need to do is…get contact lenses. 

The campaign was created in house. “Our brief was to raise awareness of Specsavers’ contact lens offering, and through the work we have stayed true to the Specsavers’ brand, with a light-hearted look at the challenges of kissing for glasses wearers,” explained Richard James, Creative Director at Specsavers, The Agency.

Victoria Clarke, Marketing Services Director at Specsavers, added; “With this campaign we have taken a leadership position by jolting people to say: ‘we love glasses, and know you do too but why not put down your glasses and give contact lenses a go, offering a free trial so there’s no need to worry if you then decide they are not for you’.” 

The cheeky campaign finds a unique way to encourage customers to try contact lenses by poking fun at an all too familiar light-hearted scene glasses wearers know well.