Specsavers has translated its famous slogan into 24 languages in a new tongue-in-cheek ad campaign for this year’s UEFA European football championship.
The eye care specialist’s ‘Should’ve gone to Specsavers’ line has been translated into all the nations taking part in the competition.
It said the new ads ensure that “supporters of every nation will be able to scream, cry or shout the phrase in their native tongue when the inevitable dodgy refereeing decisions take place”.
The campaign kicks of today (June 13) with full page national newspaper press ads, showing the flags of all the nations taking part alongside the translated slogan.
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It also includes OOH executions ahead of the Scotland vs Germany game on Friday (June 14) and England vs Serbia match on Sunday (June 16), which shows the two flags of the teams playing with the translations underneath.
Richard James, creative director of the optician’s in-house team Specsavers Creative, said: “When referees make dodgy decisions, English football fans are able to use our famous slogan to vent their frustration – whether shouting it at the TV or typing it on Twitter.
“But we think it’s only fair that the phrase should be available for everyone, not just England fans. So we’ve created a fun idea that will hopefully raise a few smiles during the football.
“We’re always looking for unexpected ways to use our famous tag line, and ‘Should’ve Translations’ does just that.”
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