Redknapp Takes Charge Of Welsh Side

Specsavers has recruited Harry Redknapp to join its latest consumer campaign, Best Worst Team.  

The high street optical and audiology brand has recently brought back its Best Worst Team campaign following a successful pilot last year with former professional footballer Jimmy Bullard.

The activation focuses on investing in an underfunded area of sport that relies heavily on excellent sight and hearing – grassroots football. 

The campaign launched in July with a call out for entries. Almost 2,000 grassroots teams from across the UK applied with Swansea-based Cwm Albion chosen.

Now, Cwm Albion is set to feature in eight fly-on-the-wall documentary-style episodes, where the team will be joined by numerous guests.

In the latest episode, narrated by former Lioness Jill Scott MBE, former Premier League manager Harry Redknapp takes the reigns.

Lisa Hale, Head of Consumer PR, Social Media & Brand Activation at Specsavers, commented, “For decades, Specsavers has celebrated and made heroes of those who really ‘Should’ve gone to Specsavers’. This year, we wanted to take our commitment to celebrating those human moments to the next level, by investing in an underfunded area of culture which relies heavily on excellent sight and hearing – grassroots football. 

“We are delighted to announce Harry Redknapp as the team’s celebrity coach who brings unparalleled experience to help transform the worst performing team into hopefully one of the best. Working with influencers Chunkz and Elz the Witch, we hope to reach new audiences with this campaign and encourage more people to follow the team’s incredible journey.” 

The campaign creative concept was developed by Tangerine, with media strategy and execution by Golin and Freshwater. Specsavers is also partnering with digital football platform Copa 90 to help distribute the content.