Specsavers shows how long-running campaign can travel

Optician Specsavers also sells hearing aids and, among other things, good hearing is important if you’re receiving an emergency request from the Arctic.

Specsavers has arguably the best in-house creative unit, quite happy to stick with the same campaign year in, year out if it works. There’s no rival agency knocking on the door saying: “why don’t you try this?”

MAA creative scale: 7.