‘Specsavers Obby’ has been launched to mark the high-street retailer’s commitment to educating younger generations and continued steps into the gaming space.

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The game has been created in partnership with game development studio Dubit and Specsavers’ social media agency, Tangerine, which has brought the Specsavers brand into three highly popular Roblox games: Super Fun Obby, Chill Obby, and Ultimate Easy Obby.

As part of the five Specsavers’ levels, players will be able to interact with branded virtual items from the retailer and have the chance to collect 10 limited edition Specsavers’ themed User-Generated Content (UGC) items.

The items include glasses, hearing aids and even a Snellen Chart sandwich board, which players can opt to equip their avatars with throughout the Roblox universe.

The game also features eye and ear-based obstacles for players to overcome, question gates relating to health messaging and advice from in-game optometrists.

Specsavers, Head of Consumer PR, Brand Activation & Social Media, Lisa Hale, said: “We’re always looking for new ways to engage with our customers and share relevant health messaging in easy, yet creative ways. So, we’re excited to get involved with the Roblox community and take our first step into the gaming world.

“This collaboration allows us to connect with younger audiences in an interactive way, that will feel completely natural to them. Conditions such as digital eye strain and myopia have all become more prevalent over recent years, so we want to encourage gamers of all ages, to look after their most valuable pieces of gaming equipment – their eyes and ears.”

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Specsavers has launched its new ‘Should’ve’ TV campaign with an ad called ‘Airport’, directed by cult comedy director Declan Lowney, known for Ted Lasso and Father Ted.

The new campaign initially runs for eight weeks and follows the journey of Greg and Ella who are about to go on holiday.

Ella manages to check in ahead of Greg whilst he parks the car whereas, he is now cutting it fine to depart.

Checking the departure board, Greg rushes frantically to catch his flight and faces various scenarios.

It ends with Greg racing out onto the tarmac where the aircraft is getting prepped for take off, but will he manage to board the plane, or should he have gone to Specsavers?

The TV campaign is supported by cinema, VOD, digital video, OOH, press, social and special build.

OOH activity also includes a placement at Waterloo Station’s big motion billboard.

The campaign will also feature OOH gags in bus shelters, petrol pumps, shopping centres and motorways.

Commenting on the campaign, Specsavers Marketing Services Director, Victoria Clarke said: “It was such a treat to work with comedy genius Declan Lowney to bring the Specsavers trademark humour to life.

“But as with all ‘Should’ve’ campaigns it’s relatable and has that core serious message at the heart of it, that mistakes are easily made if your eyesight is failing.”

Richard James, Creative Director at Specsavers, The Agency, added: “We wanted to do something different with this spot – up the jeopardy, up the scale and increase the gags. It’s a fun spot that we’re sure will resonate with all sorts of people.

“Declan and the team worked really hard together to bring the script to life so successfully.”

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