Specsavers makes bold claims for &\#163;3m campaign

The campaign, which was launched this week, is aimed at helping educate the public about the importance of good vision and regular eye examinations, and also marked the launch of the company's 'patient charter'. The commercial is believed by Specsavers to break new ground in optical TV advertising by neither blatantly advertising a product nor conveying an overt sales message. The only reference to Specsavers is a brief message at the end of the commercial. 'This advertisement represents a breakthrough in the optical industry, and in the way we promote our message,' Specsavers' managing director Doug Perkins said. 'Until now there have been very few statements that there is more to being an optician than selling spectacles,' he said, 'and that good eyesight is precious and something that we should not take for granted.' The advertisement features artist David Shepherd as an example of someone who relies on perfect vision every day for his work. Mr Perkins said: 'Through this advertisement we want to draw attention to the fact that there is more to being an optician than selling spectacles.' The patients' charter describes what patients can expect from an eye examination, and, says the company, deliberately avoids technical language to make a number of commitments to customers. 'Many people think an eye examination is just about buying new spectacles,' said Mr Perkins. 'It is about far more than that, and the charter explains that we are actually investigating the health of their eyes.' The charter pledges include: Taking extra care that the prescription is right for the patient Explaining the findings in 'plain English', and answering questions Only recommending new spectacles if they would be beneficial.