Specsavers' television ad tops poll

Seventy-six per cent of those who took part in the weekly survey said they remembered the futuristic commercial out of 20 entries suggested. More than 1,000 people were questioned by the advertisers' magazine Marketing Week in its 'Adwatch' survey, which measures how well the public remember promotions. The commercial features Professor Hawking, in his second ad appearance on British television, reflecting on the importance of his vision as he travels on a journey through space (News, March 12). Andrew Molle, Specsavers' marketing director, said: 'We wanted to convey the idea that good eye care is important, rather than focusing on particular products or an overt sales message. Part of the advert's success is that it is radically different from most other optical advertising, which tends to be on promotions or price-led.'