British opticians Specsavers has swiftly capitalised on this week’s Olympic Korea flag blunder with a reactionary newspaper advert.
Specsavers' advert displayed both the North and South Korean flags with its signatory strapline ‘Should have gone to Specsavers’ underneath in Korean.
An Olympic mix-up on Wednesday night saw the South Korean flag mistakenly displayed at a women's football match with North Korea and Colombia, resulting in an hour’s protest from the North Korean team.
Specsavers ran a similarly cheeky ad during the Euro 2012 England game against Ukraine, poking fun at the linesman that failed to see the ball cross the goal line.
Graham Daldry, creative director at Specsavers Creative, told MyCustomer.com: “Media is becoming increasingly fragmented, and opportunities to address and reach a large audience are becoming rare - and commensurately expensive. Capitalising on the huge interest and publicity surrounding the Olympics is therefore a major opportunity, and we are always on the lookout for topical occasions for using 'Should've'.
“The line has almost unlimited potential to associate the Specsavers name with failures of vision and the need for a professional eye test. We see this potential as a central part of our strategy to keep Specsavers top of mind, and to build and increase our currency as a brand.”
He added: “More specifically, it was very nice to be able to produce an ad in a similar vein to the Ukraine ad we ran during the European Championships, because it enables us to build awareness - and it rewards sharp sighted customers who remember our previous work.”