Specsavers and Col. Chris Hadfield are teaming up again to underscore the importance of regular eye exams in a campaign that uses the Canadian astronaut’s unique perspective on space travel as a metaphor for everyday strain.
Developed in house by Specsavers Creative, the new work builds on the partnership between Hadfield and the optical retailer that was rolled out last year as part of the brand’s “Mispronounce” series.
This year’s fall campaign similarly blends Hadfield’s personal story with the brand’s evolving humorous streak, juxtaposing the rigours of spaceflight with relatable scenarios like reading in dim light or spending hours in front of a screen.
Catherine Walsh, VP of marketing and PR at Specsavers Canada, says Hadfield’s perspective “brings depth and authenticity” to the brand’s eye-health message.
“We’re proud to continue our partnership with Col. Chris Hadfield,” Walsh said in a news release. “His trusted voice helps us connect with Canadians in a meaningful way, encouraging them to prioritize their vision through regular eye exams – before problems develop.”
The creative also highlights Specsavers’ investment in making comprehensive exams more accessible. Each of the U.K. company’s 250-plus Canadian locations is equipped with optical coherence tomography (OCT) technology, a 3D scan that can help detect early signs of diabetes, glaucoma and age-related macular degeneration, conditions that often develop without noticeable symptoms.
Hadfield reinforces the message by pointing out how his own eyes endured the demands of space travel, and that he continues to prioritize annual OCT exams.
“I have been so lucky to see our whole, beautiful world from outer space. It reminds me that my eyes have gone through a lot, and how important sight is in daily life,” Hadfield said in the release. “That’s why I get a detailed eye exam every year, including OCT. Everyone should – your vision is precious.”
The latest Specsavers campaign is running across TV, social media, digital platforms and billboards. Media Experts assisted on the media buy and Golin worked on PR.
