Telling Dom Joly’s presbyopia story

Client

Specsavers

Services

Content, Campagin, Social, Media

Department

Consumer

Getting Trigger Happy with Specsavers

Presbyopia is a perfectly normal eye condition occurring as eyesight changes with age. Problem is, only 17% of people over 40 (who are most likely to develop the condition) have heard of it. Even those that might have it ignore the symptoms and “get around” them by holding their phone at arm’s length, squinting and making fonts BIG.

The creative

Comedian and writer Dom Joly was no different, which got us thinking… If there’s one character he is best known for, it’s his Trigger Happy TV character with a (then) inexplicably large phone. If we revisited this conceit, but made Dom Joly the central character, not his louder, brasher Trigger Happy alter ego, we could leverage nostalgia without being flippant about presbyopia itself.

The central video of Dom using his comically large phone and seemingly struggling to let go of his own original Trigger Happy joke, was supported by an interview with Dom, explaining his experience with presbyopia – including the ways he tried to get around the symptoms – to create further relatability with the audience. These assets were supported by a suite of paid ads explaining the symptoms of presbyopia and highlighting when it was time for an eye test.