Three strong creative campaigns that make us double take

December 11, 2023


Three strong creative campaigns that make us double take

This week, Specsavers celebrates 20 years of its iconic line, Burger King consumers should have gone to Specsavers and CPB London asks us to take a long, hard look at our imaginations. 


Burger King | Sorry for the confusion, meat lovers.

Burger King has released a Whopper of a creative to promote its meatless menu. The new campaign “Meat?’ - heavy emphasis on the question mark - involves a series of striking visuals designed to show how closely plants can resemble meat - especially at Burger King. Each image appears to depict a form of meat, but is actually a close-up shot of red pepper, beetroot and radicchio with the tagline, ‘Sorry for the confusion, meat lovers’. The purpose of the campaign is to show that not everything in life is what it seems to be (and by life, the company means in the home of the whopper). It has long maintained that its plant based products feel, taste and look like real meat and that most people can’t tell the difference. By playing on the visual similarities of the core ingredients, it draws attention to the overall similarities of the products in the hope of encouraging consumers to take the leap of faith. So, what it’s really saying is ‘you wouldn’t know if we didn’t tell you.’ Sorry, not sorry.



CPB London | Imagine

This International Women’s Day, CPB London is asking us to imagine a world where gender makes no difference by showing us that we can’t. The award-winning creative agency has released a series of posters across the country dedicated to challenging unconscious gender biases within our own imaginations. The campaign - called Imagine - asks the public to imagine a particular job role/professional dynamic - such as a CEO, someone crying in an office and a feminist - before asking if it is a man or woman who came to mind. It worked with research agency Perspectus Global to create the campaign, which was based on findings that children are still largely affected by harmful gender stereotypes. “We are wired to think a certain way, based on the world we grew up in. To achieve gender diversity, we need to confront and question our biases,’ each poster writes. As well as the posters, CPB has created a children’s colouring book, which asks children to draw what they imagine when they read a headline. Can you imagine a better campaign?



Specsavers | Should’ve 2.0 

Specsavers has unveiled a new series of ‘Should’ve gone to Specsavers’ spots as it celebrates 20 years since it first launched its iconic slogan. ‘Should’ve 2.0’ is designed to keep the magic of the original line, while evolving it to better reflect who the company is today. The campaign features a TV spot directed by comedy writer Ric Cantor, as well as national press ads ‘accidently’ printed upside down and in-game executions. And in a media first, the campaign will see Channel 4 and ITV have their own ‘Should’ve’ moments as their continuity announcers get their scripts mixed up, introducing the biggest shows on TV for the wrong channel. “Should’ve’s real strength isn’t in the joke, it’s in the friendly nudge it gives people towards better sight and hearing, while putting a smile on their face,’ said Richard James, the creative director at The Agency, Specsavers in-house agency. You don’t need glasses to see how clever this campaign is. And if you can’t, well, you should’ve..

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