Specsavers
Best Worst Team

Why everyone
‘Should’ve gone to
Specsavers?

How do you take one of the most famous ad lines of all time and reframe it as fresh and positive, and make it stand out online, with a socially savvy, values conscious, Gen Z audience overloaded with content… without alienating your core?

Reframe ‘Should’ve gone to Specsavers’ in a new positive light for our online audiences and give it a new meaning, as a force for good. Support the underdog of football, instead of ‘poking fun’ at them.

We found the ultimate underdog of football, the nation’s self-proclaimed worst team and provided premier league levels of sponsorship to show them and the nation why everyone, should’ve gone to Specsavers.

We made the nation’s worst team the focal point of a compelling real-life, rags to riches’ documentary, that captivated our Gen Z audiences and our core.

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Eight- part, You Tube Content Series with a five minute
average watch time

We delivered the narrative to our audiences in a format that could be consumed anywhere, anytime, via an online content series, that our audience wanted to want to watch from start to finish, episode after episode with an average five minute watch time.

The eight-part content series was published on YouTube, with episodes narrated by Lionesses legend, Jill Scott OBE with channel-bespoke cutdowns and traffic driving teasers produced for Specsavers social.

The campaign was further amplified through PR, influencer activity and OOH, with Wales Online documenting the entire campaign from start to finish.

Introducing star coach
Harry Redknapp

Episode 2 saw the big reveal of Harry Redknapp as this season’s star coach, treating Cwm Albion to this footballing legend’s knowledge and expertise, amplifying reach and entertainment for audiences. This episode alone achieved 7 million impressions and gained blanket coverage, including a slot on This Morning, which saw the team interviewed by Emma Willis and Rylan Clark.

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32M Views; more
likeable than Netflix

The series was viewed by over 32M, with an average watch time of 5 minutes and 100% positive sentiment. With the biggest increase (10PP) in top of mind awareness, for this audience, since 2021, improving consideration by 70%, our target audience deemed the series more popular than their beloved Netflix. And the team, didn’t too bad either, finishing 7th (rather than bottom) in their legaue, treated to a hero’s welcome open top bus tour in their home town.