Eye-care retailer Specsavers has renewed its sponsorship of ITV’s soap Emmerdale.
The new idents are a continuation of the brand’s ‘mini soap within a soap’ creative platform and they expand on last year’s executions and feature familiar faces and new characters, including Bev and Barry.
The idents were directed by Ollie Parsons, who has also worked on Specsavers Countdown, Neighbours and Emmerdale sponsorship campaigns.
Victora Clarke, marketing director at Specsavers, said: “Our partnership with Emmerdale has given us a brilliant creative playground to build stories that viewers genuinely enjoy.
“By extending the sponsorship and launching new idents, we’re able to keep evolving the ‘mini soap’ format while continuing to make conversations around sight and hearing feel entertaining, relatable and human.”
Related Story
Each execution opens with a “dramatic” moment, but a twist then reveals that the situation was caused by sight or hearing issues. In one scene, Bev spots what she thinks is an earring on the sofa, but it turns out to be a pork scratching.
Digital formats will also run across ITVX.
Richard James, creative director at Specsavers Creative, added: “The ‘mini soap’ format lets us play with the drama of Emmerdale while staying true to Specsavers’ humour. Bringing back characters like Bev and Barry alongside new faces keeps the world feeling fresh, while giving us plenty of opportunities for those classic ‘Should’ve gone to Specsavers’ moments.”
The partnership was led by MG OMD with creative by Specsavers Creative and production from Another Film Company.
Click here to sign up to Retail Gazette‘s free daily email newsletter
