The opticals retailer has taken its “free varifocals” TV ad message and used it across the UK on outdoor billboards.

The campaign re-enacts the ad in which the publicity around Specsavers’ free varifocals deal is destroyed by rival opticians.

The specially built “destroyed” billboards are in cities including London, Birmingham and Glasgow.

Specsavers director of marketing and planning Tim Orton said: “Recreating the TV advert, in that the poster site has supposedly been wrecked by someone who didn’t want people to see our offer, was just the kind of unusual idea we wanted.”

The campaign was planned by Mediaedge:cia and outdoor agency Kinetic, using Titan Outdoor billboards.