A television advert for the range will break on 1 August to cash in on the summer holidays.
It is the first time the high street optician has advertised its range of glasses for children.
It uses Specsavers’ familiar strapline “Should’ve gone to Specsavers” and features a car bonnet being repeatedly hit by a garage door as a young boy tries to operate his remote control car using his father’s electric garage door remote.
Michael Hutchinson, Specsavers chief creative, says: “Although it’s the boy’s mistake, the laugh is very much on male pride in shiny motors. Our target audience is mostly mums, so the tone of voice seemed just right for a kids’ glasses campaign.”
All Specsavers ads are created in-house by its own creative team.
The optician recently launched a viral marketing campaign that takes its theme from Wolfgang Petersen’s classic German war film Das Boot.
The chain also launched a reactive World Cup campaign using its “Should’ve gone to Specsavers” line following England’s 4-1 World Cup defeat.