World Cup Referee should have gone to Specsavers

Specsavers has launched an advertising campaign playing on the calls for goal-line technology in football following England’s 4-1 World Cup defeat.

Specsavers campaign
Specsavers campaign

The high street optician chain has launched a press ad with the strapline: “Goal-line technology… from £25.” with the image of a pair of glasses.

The ad builds on the chain’s “Should’ve Gone To Specsavers” message and plays on the ongoing debate about the introduction of technology similar to the Hawk Eye system employed by Wimbledon to aid umpire and referee decision-making.

The 2010 World Cup in South Africa has been blighted by criticism of judgement calls by referees including the dismissal of Frank Lampard’s goal for England against Germany despite the ball crossing the line, and Argentina’s goal against Mexico being allowed despite scorer Carlos Tevez being offside.

The ad will run in The Sun, The Daily Star, The Daily Express and The Daily Mail today (29 June).

It was created by Specsavers’ in-house creative team which develops all of the optician’s advertising campaigns, including its spoof take on the Lynx Effect ads earlier this year.