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10/08/2009

Specsavers Antihero Gest 'Cartoon Comedy Capers' Treatment

A fast-turnaround TV campaign that promotes the Specsaver brand's '2-4-1' designer glasses offer has been rolled out to cash-strapped Irish consumers.
The campaign started across Irish TV on August 9 and provides more limelight for Specsavers' new antihero; a comically bitter competitor called Harrison.
Comedy Capers see Harrison continue his mission to sabotage Specsavers advertising. But this time Harrison is taken to the next level by providing him with a starring role whilst increasing his cartoon characteristics.
Angered by the amazing Specsavers deal offered on a billboard, Harrison attempts to obscure it by first covering it in ply-board; but the ply-board crashes down on him in a slapstick manner. So he tries to pull the board down with a series of chains... which he only gets caught up in. Lastly, he aims a cannon at the ad, but when it fails to go off, he checks it head-one, only for it to blow up in his face like the classic cartoon joke.
All dialogue is eschewed in favour of comedy sound effects and the actor who plays Harrison, Jon Foster, did all his own stunts.
The spot was conceived and executed in just two weeks as a swift response to the changes in Ireland's economy which presented Specsavers with an opportunity to push a high-end product with a strong offer.
Specsavers Creative Director Graham Daldry said: "Given the short timeframe available, extending our Harrison character seemed like the right strategy because his previous varifocals campaign was very successful.
"By working directly with our client, Richard Holmes, we managed to turn the whole campaign around in just two weeks."
(KMcA/BMcC)
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