Adrian J Cotterill, Editor-in-Chief
Specsavers has unveiled its global partnership with Elton John Eyewear, marking one of the brand’s biggest ever product launches and kicking off a major integrated marketing and PR campaign across YouTube, OOH, press, social and in-store.
Blank billboard on brick building by pedestrian path
Richard James, Global Creative Director at Specsavers told us “Elton John isn’t just a glasses wearer; he’s a glasses pioneer. With this collection and campaign, we are proud to celebrate that spirit while creating something that’s stylish, iconic and accessible. ‘Just the right amount of Elton’ perfectly captures what Specsavers set out to achieve — frames that stand out but are wearable every day.”
The Elton John Eyewear collection is exclusively available at Specsavers. It features 13 beautiful optical frame designs and two limited edition sunglasses, all named by Elton John after either an iconic song, personal milestone, or pivotal period in the star’s journey. The frame designs include Tiny Dancer, Captain Fantastic, Seamstress, and the limited edition sunglasses, Yellow Brick Road and Love Song, are all inspired by his greatest hits.
By teaming up with arguably the most famous glasses wearer in the world, Specsavers is aiming to highlight its design and style credentials with this partnership. While Elton John is famous the world over for his iconic flamboyance, the frames in the collection are not quite as over the top as you might think. Spanning understated elegance to bold statement frames, each frame has been crafted with Elton’s unmistakeable aesthetic in mind. In fact, you could say that they’re ‘Just the right amount of Elton’, with a sprinkle of the music legend’s distinctive flair.
The creative concept, led by Specsavers Creative, elevates the brand into a more fashion-led space and has been shot with the clean, elegant art direction expected from a luxury fashion brand. Central to the campaign is a striking set of visuals: Elton’s arm, clad in one of his flamboyant outfits, holding a pair of frames. Reinforcing the idea that this collection balances boldness with everyday style.
The launch film will give viewers an opportunity to see Elton himself speaking directly to camera about the collection’s unexpected wearability.
David Furnish features too, teasing Elton about his “over the top” reputation in a series of playful moments that also reflects the wit and humour we have come to expect from Specsavers.
The campaign is supported by comprehensive PR and social activation. With significant media spend across YouTube, OOH and press.
Sir Elton John was quoted as saying “Glasses have always been a big part of who I am. For me, style is all about confidence and expressing who you truly are. That’s exactly what this collection is about, its helping people feel fantastic in frames that celebrate their individuality. Specsavers and I share the belief that everyone should have access to eyewear that makes them feel like the best version of themselves. I can’t wait for people to find a pair they love and make them their own.”
Launching first in the UK and Northern Europe, the campaign will also run this Summer across Australia and New Zealand.
Credits
Creative Agency – Specsavers Creative
Global Creative Director: Richard James
Head of Design: Sid Tomkins
Group Design Lead: Dave Robinson
Senior Creatives: Jon Morgan and Bertie Rapkin
Creative Strategist: Simon Butcher
Senior Motion Designer: Tom Slinger
Junior Integrated Designer: Eva-Marie Embleton
Creative Producer: Diya Hofman
Head of Creative Business Partnership: Agi Varanyi
Creative Business Partner: Erica WoodGlobal Product Marketing Team
Keeley Watson – Head of Global Product Marketing
Elizabeth Robinson – Senior Product Marketing ManagerUK Marketing Team
Victoria Clarke – Director of Marketing
Bianca Swan – Style Editor
Simone Roberts – Senior Marketing Manager
Production
Siobhan Squire – Producer
James Day – Photographer
Arthur Loveday – Director of Photography
Media Agency – Manning Gottlieb OMD
Social Agency – Tangerine
PR Agency – GolinRocket Entertainment Group
David Furnish – CEO, Rocket Entertainment and Artist Manager
Rory Newton Dunn – Head of Digital
Rachael Paley – Marketing & Promotions Director / Artist Manager
Amy Hodgkinson – Merch, Brand & Project Manager
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